ShanghaiApril 21, 2026 /PRNewswire/ — As the spring breeze of April brushes by, fragrance arrives as promised. The Yingtong Group welcomes a concentrated bloom of its offline retail network—the grand openings of the PERFUME BOX “Muse Scent Box” themed store at Shenzhen Haiya Mixc, VRANJES’ first Beijing store at China World Trade Center, PARFUMS de MARLY’s new store at Shanghai Xintiandi, and the MEMO PARIS artist pop-up space. Spanning three major core cities—Shenzhen, Beijing, and Shanghai—these four openings encompass the Group’s own retail brand, international high-potential fragrance brands, and an artistic crossover pop-up. Through diverse formats, they respond to Chinese consumers’ deep-seated desire for “emotional value” and “personal expression,” continuously guiding the fragrance economy from “transaction” to “heart-to-heart connection.”
Concurrently, the Shanghai International Flower Festival officially commenced. During the opening ceremony at the Huangpu District main venue, relevant leaders specifically mentioned the opening of Yingtong Group’s Xintiandi store, highlighting it as a vivid example of the deep integration between commerce and urban public events. Furthermore, the collaborative exhibition “Sensing Blossoms | A Special Exhibition on the Symbiosis of Emotion and Senses,” created by Huangpu Greenery, Shanghai Mental Health Center (No. 600), Yongye Group, Shanghai Xintiandi, and NOSE IDEA (under Yingtong Group), also opened to the public at the same time in Xintiandi Taipingqiao Park. Through the crossover fusion of olfactory art and psychological science, it constructs a “perceptible spiritual landmark” for the city.
PERFUME BOX “Muse Scent Box” at Shenzhen Haiya Mixc: One Store, One Theme, Fragrance as a Gift
On April 18, the PERFUME BOX “Muse Scent Box” store at Shenzhen Haiya officially debuted. As a one-stop fragrance retail and experience space under Yingtong Group, the store is located in Shenzhen’s core commercial district. With the theme “Box of Inspiration,” it transforms the entire space into a gift box waiting to be unwrapped, conveying the concept of “fragrance as a gift.”
The store brings together nearly 30 global high-potential brands, covering a matrix of niche and commercial fragrances including PARFUMS de MARLY and Van Cleef & Arpels. It also marks the first introduction of the Italian home fragrance brand CULTI to Shenzhen, further extending the category boundaries from personal fragrances to lifestyle scents.
In terms of experience design, the Shenzhen Haiya store balances eye-catching appeal and in-store exploration fun: the MCM bear installation at the entrance serves as a natural photo spot; the themed scent discovery area uses an interactive “squeeze-to-smell” format to take customers on a global olfactory journey; the central home fragrance lounge area extends dwell time and exploration depth. The concurrently launched “Inspiration Exchange Program” UGC check-in activity further allows fragrance inspiration to collide with Shenzhen, the “City of Inspiration,” turning every visitor into a co-creator of the story. Shenzhen Haiya Commercial, with an open attitude, collaborates with Yingtong to explore the retail innovation of “one store, one theme,” allowing this fragrant gift to be perfectly presented in the core commercial district.
VRANJES: Florentine Romance Intoxicates Beijing, First Store Opens at China World Trade Center
When the romantic scent of Florence meets the luxurious heritage of Beijing, an olfactory feast spanning mountains and seas begins. On April 16, the Italian prestigious home fragrance brand VRANJES officially opened its first Beijing store at China World Trade Center Mall.
Born in Florence in 1983, VRANJES adheres to the century-old perfumery craftsmanship and standards of Florence, infusing Tuscan natural ingredients and artistic ingenuity into every fragrance. After over forty years of development, the brand has reached 75 countries worldwide. Its iconic octagonal diffuser glass bottle, inspired by the dome of the Cathedral of Santa Maria del Fiore, is hand-blown by Tuscan artisans, becoming a symbol of Italian aesthetics.
The store presents a diverse fragrance product line: from classic home reed diffusers and scented candles to car fragrances and selected holiday gift sets, comprehensively building an olfactory aesthetic system. The star scent “Rosso Nobili” recreates the romantic style of Tuscan vineyards; “Oud Nobile” with its restrained woody notes suits studies and bedrooms; while “Zenzero e Limone” and “Acqua” inject vibrant energy into spring and summer. The opening of this first Beijing store is the result of Yingtong’s deep collaboration with China World Trade Center Mall, jointly introducing Florentine fragrance art to the capital, offering Beijing consumers accessible Italian aesthetic experiences.
PARFUMS de MARLY: A Rose Rendezvous Lands at Xintiandi, French Romance Elegantly Blooms
On April 18, the French luxury niche perfume brand PARFUMS de MARLY elegantly opened its new concept boutique at Shanghai Xintiandi. With the theme “Rendez-vous des Roses,” the brand transformed its legendary fragrance “Delina” into a dynamic art installation—Damask roses bloom layer by layer, subtly releasing their enchanting scent with every breath, making every visitor feel as if they are in the rose garden of the Château de Marly.
Moving to the plaza outside the store, the “Rose Fountain” art installation continues the theme of “Realm of Bloom”: cascading rose petals pour down like flowing water from the bottle’s mouth, dynamically recreating the richness and opulence of the fragrance. The French-style dome and water feature complement each other, creating a poetic atmosphere of strolling through a castle courtyard. From inside to outside, PARFUMS de MARLY redefines the spatial boundaries of fragrance retail with immersive artistic experiences. Shanghai Xintiandi, with its unique cultural DNA, co-creates this French art scene with Yingtong, allowing the rose fountain to shine alongside the Shikumen architectural complex.
MEMO PARIS: Artist Limited-Edition Pop-up, Parisian Left Bank Meets Shikumen
On April 17, 2026, the high-end niche fragrance brand MEMO PARIS under Yingtong Group, in collaboration with renowned French illustrator Jean Jullien, officially launched the “ODEON Art Limited Edition Pop-up” at Shanghai Xintiandi Shikumen. This pop-up will run until September 30, 2026.
Where artistic flair and fragrant memories complement each other, the soft petals of roses touch the honeyed sweetness of dates, tonka bean and patchouli weave a deep outline like the curtains of the Théâtre de l’Odéon, while a hint of white musk, like the evening breeze along the Seine, gently envelops everything.
This is the encounter between the lively lines from Jean Jullien’s brush and MEMO’s fragrant traces—each sniff is like stepping into a box at the Théâtre de l’Odéon, watching dusk drape Paris in a veil of rose gold.
The realization of this pop-up also benefits from the open and co-creative spirit of Shanghai Xintiandi, allowing the artistic气质 of the Left Bank and the urban memory of Shikumen to engage in a crossover dialogue through fragrance.
Anchored by Fragrance, Yingtong Continues to Deepen its Cultivation of the Olfactory Economy
The consecutive opening of four stores represents a concentrated release of Yingtong Group’s offline retail strategy and a deep response to the “era of value resonance” in China’s fragrance market. From the experiential innovation of its own retail brand PERFUME BOX, to the deep cultivation of Italian aesthetics with VRANJES, from the immersive French art of PARFUMS de MARLY, to the crossover experimentation of MEMO PARIS—each store is not merely a sales point, but a perceptible, interactive, and co-creative space for olfactory storytelling.
As consumers no longer pay solely for function but are more willing to vote for emotional resonance, personal expression, and lifestyle, Yingtong chooses to walk alongside benchmark commercial entities and global brand partners. Through denser, more diverse, and more artistic offline touchpoints, it guides fragrance from being “smelled” to being “felt.” In the future, Yingtong will continue to integrate omnichannel resources, collaborating with all parties to write more olfactory stories of “from transaction to heart-to-heart connection” in the Chinese market.