Liquides Imaginaires celebrates niche fragrance culture with exclusive HK pop-up

French niche fragrance house Liquides Imaginaires has ventured into Hong Kong by opening a pop-up store in ifc. The expansion into Hong Kong serves as a key step in accelerating the brand’s growth across Asia while maintaining its artistic DNA.

It aims to enhance credibility in Greater China and beyond, appealing to Hong Kong’s discerning audience. The brand recognises that Hong Kong shoppers are among the region’s most engaged in concept-led luxury, eager to appreciate the craft and emotion behind each scent.

Hong Kong’s regional influence—among local and travelling consumers—boosts momentum across Greater China and reinforces Liquides Imaginaires’ China relaunch narrative. This coincides with the brand’s visibility in Shanghai through Notes Shanghai in October last year, marking its return as a confident and contemporary creative house.

Also known as “Anemone Garden”, the exclusive, limited-time pop-up, targets niche fragrance connoisseurs seeking originality and depth, prioritising concept-led perfumery and individuality over trend-chasing. It also appeals to cultural luxury consumers who link fragrance with art and personal meaning, as well as younger fragrance lovers looking for scents that reflect their identity and aspirations.

The pop up features the worldwide pre-launch of the Valentine’s Day creation Âme de Fleur on 14 January, inviting perfume connoisseurs to experience the full universe of the brand. There are guided storytelling, curated discovery flows, an incense-making workshop, and an appointment-based one-to-one tarot card discovery journey.

It guides visitors through a story rooted in Greek mythology: when Adonis, Aphrodite's lover, was fatally wounded, her tears fell to the earth, giving rise to the anemone—symbolising desire, transformation, and eternal love. This narrative shapes the emotional experience both in-store and in the content.

To promote the pop-up launch, Liquides Imaginaires has invited industry and beauty/lifestyle media for coverage. Selective key opinion leaders and key opinion consumers are invited to participate in events focused on story-driven content and education for the fragrance community. Promotion is also taken place through the brand's social media and customer relationship management initiatives, featuring sign-up, sampling, and appointment scheduling.

For measuring the return on investment of the pop-up, Liquides Imaginaires focuses on brand impact and strategic learning. This includes customer acquisition value, CRM metrics such as sign-ups, sampling requests, appointment bookings, footfall quality, earned media placements and share of voice in niche beauty, and content performance metrics such as engagement, saves, shares, and sentiment around themes of imagination, ritual, and talismans.

Fiona Tin, regional director Northeast Asia and Oceania, Nichebox, said: “Hong Kong is one of our first steps, alongside the efforts we’ve already invested in China, as we accelerate our development across Asia. What excites us most is the new generation of Asian perfume lovers—curious, informed, and driven by self-expression—and we’re planning more activations across the region to meet that energy. 

“This is exactly where Liquides Imaginaires belongs: perfume as an intention, a story, and a key that opens the doors of the imagination,“ she added. 

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Back in August last year, Liquides Imaginaires launched a limited-time pop-up at K11 Musea featuring The Imaginarium—the brand's young line created to explore and reinvent citrus in perfumery. Sustainable and citrus-inspired, it captures imagination and energy. By exploring hybridisation in citrus fruits, the collection transcends traditional structures, focusing on naturality infused with fantasy and designed to evoke happiness.

Founded by Philippe Di Méo, Liquides Imaginaires pays tribute to perfume’s sacred dimension, its mystical nature, and the power of its immateriality. Rooted in mythology, spirituality, symbolism, and storytelling, the brand sees perfume as more than a scent: an intention, and an emotional, imaginative object.

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