Until April 21, Armani beauty is ‘In The Spotlight’, a pop-up space of over 100m² on the -1 floor of Rinascente Milano Piazza Duomo, designed to help visitors discover the world of the brand’s make-up and fragrances. The pop-up celebrates the identity of the brand, a protagonist of the most prestigious film festivals and a point of reference for make-up artists. This concept comes to life through various immersive experiences, such as stations dedicated to the application of make-up, a film set where visitors can photograph themselves and be photographed, an area dedicated to editing shots, to fully experience the emotion of a real set. Inside the space, the brand’s new products will debut in preview: the Sì Passione Red Musk fragrance, a sophisticated musky interpretation of Si Passione enriched with notes of strawberry and rose; the Luminous Silk Cheek Tint Shine liquid blush, which gives a luminous and pearly effect; the Prisma Glass Icy Plumper volumizing gloss. To make the experience even more engaging, a rich calendar of activities: make-up masterclasses, in which participants can discover the products and learn professional application techniques, the possibility of booking make-up sessions, followed by an exclusive photoshoot, up to the possibility of personalising the brand's fragrances. The sensorial journey into Armani’s beauty universe will be completed by the customization of the windows and escalators. For a special break, it will also be possible to visit the Armani In The Spotlight Café, located on the -1 floor.