cannes_2025_THURSDAY_ISSUE_DIGITAL

Innovation Square: immersive tech, smarter retail, limitless potential Sterling Perfumes’ immersive, multi- sensory evening in Innovation Square S terling Perfumes was TFWA Innovation Square After Hours Networking Partner last night, where it promoted its flagship ARMAF brand, organised a perfume masterclass event and influencers gathering, and more. Attendees experienced an immersive, multi-sensory evening that blended theatre, storytelling, and community in a way never before seen at TFWA. The Sterling Perfumes Evening Event took guests on a journey through: • Live interviews with perfumers – offering rare, behind-the- scenes insights into the craft, creativity, and inspiration driving ARMAF’s most iconic innovations. • Interactive roundtables hosted by influencers and fragrance leaders, sparking dialogue on personal stories told through scent. • An ARMAF Smelling Café, where fragrance explorations are paired with bespoke mocktails and canapés. • A collective art activation, where every guest leaves their mark on a live mural symbolising the shared story of fragrance and culture. “What makes it stand out is its fusion of culture, creativity, and content amplification,” said Nayana Tharoor, Global Head of Marketing, Sterling Perfumes. “This isn’t a static showcase; it’s theatre, café, networking, and fragrance woven into one experience. With influencer and celebrity engagement, live content capture, and surprise storytelling moments, the event elevates a brand showcase into an unforgettable cultural performance at TFWA Cannes.” Blending high-impact technology with interactive experiences, Innovation Square is captivating visitors at TFWA World Exhibition & Conference. From immersive storytelling tools to intelligent retail solutions, this next-gen showcase is a hands-on look at how digital innovation is reimagining the way brands connect with travellers – and what’s coming next. Thursday 2 October 2025 3 T F W A D A I L Y