Photo Credit: Franklin Berger

The beauties of Los Angeles flocked to Melrose Place this week as Giorgio Armani‘s pop-up beauty concept, Armani Box, arrived in the City of Angels.

Photo Credit: Kevin Mazur/Getty Images for Giorgio Armani Beauty

Celebrities and tastemakers including Dakota Fanning, Katherine Schwarzenegger, Leighton Meester, Susan Kelechi Watson, Sam Ronson, Cassandra Grey, Christa Alley, Georgie Flores, Amanda Steele, Sonia Castaneda, and Marianna Hewit were given an exclusive first-look at the brand’s immersive pop-up on Thursday night.

Photo Credit: Franklin Berger

At the celebration, attendees engaged with virtual makeup application stations, played with new launches, including the brand’s Power Fabric High Coverage Stretchable Concealer and Foundation, and chose gifts from the Armani vending machine filled with iconic beauty products.

Photo Credit: Kevin Mazur/Getty Images for Giorgio Armani Beauty 

The pop-up is essentially a love letter to Hollywood, and what better time to open its doors than the month of cinema’s biggest night, the Academy Awards? Armani Box celebrates that glamour and gives visitors a chance to engage with a series of interactive moments, including virtual makeup application stations and iPads designed to record and post guests’ makeup consultations on social platforms.

Photo Credit: Kevin Mazur/Getty Images for Armani

For beauty mavens ready to get in front of the camera, an oversized director’s chair and clapper offer the perfect set, while the custom ‘screen test’ encourages guests showcase their acting skills. All photos and videos will be available to keep, share and post online.

Photo Credit: Franklin Berger

Painted inside and out in Armani’s hot red, lined wall-to-wall with its iconic fragrances and makeup, the Armani Box is a one-stop-shop for Los Angeles’ resident makeup artists, beauty influencers, and VIPs. Armani Face Designers will be on hand for makeup touch-ups and the VIP room can be booked for personal shopping appointments.

Photo Credit: Franklin Berger

Guests will also be able to purchase the NEW Armani Code Absolu before it is available nationwide in March as well as smell hero fragrances like Si Passione and swatch the full Armani lip range, from the iconic Lip Maestro to Rouge d’Armani Matte Lipstick; each one customizable with a personalized engraving.

Photo Credit: Kevin Mazur/Getty Images for Giorgio Armani Beauty

The pop-up is also home to Uri, a giant golden gorilla statue, which has become a signature of Armani’s highly anticipated pop-ups. Created by Italian artist Marcantonio Raimondi Malerba, the larger-than-life gilded gorilla is a replica of the black one that resides in Mr. Armani’s Milan home.

Now that is glamour.

Photo Credit: Franklin Berger

Armani Box is open at 8473 Melrose Place in West Hollywood through March 24.