Marc-Antoine Barrois champions the in-store experience in New York

To mark the opening of its first New York boutique, Marc-Antoine Barrois has launched the "IRL is Better" campaign with advertising agency Fred & Farid. The Parisian fashion and haute parfumerie house is bucking digital trends by reaffirming the centrality of the in-store sensory experience. Minimalist messaging and targeted activations invite customers to rediscover perfume away from the screen.