By { Kelly Schneider

Photography by { Kevin Mazur/Getty Images for Giorgio Armani Beauty

Gio Journal recently attended the lavish beauty event on Melrose Avenue celebrating the launch of Armani Beauty’s alluring beauty pop-up shop, the Armani Box Los Angeles. Valiantly painted inside and out in Armani hot red and lined wall-to-wall with the brand’s iconic fragrances and makeup, the pop-up shop has also made elaborate appearances in cities such as Tokyo, Chicago and New York, and is now featured on the epochal Melrose Avenue through March 24.

Armani greeted VIP guests to try the global beauty giant’s latest product line with a bevy of  handcrafted cocktails, and richly decadent hors d’oeuvres and desserts from Wolfgang Puck. The chic crowd consisted of notable bloggers, stylists and celebrity guests—including Dakota Fanning, Katherine Schwarzenegger, Leighton Meester, Susan Kelechi Watson, Sam Ronson, Cassandra Grey, Christa Alley, Georgie Flores, Amanda Steele, Sonia Castaneda and Marianna Hewitt—all whom mingled with the crowd and helped celebrate the exciting moment for Armani Beauty.

The interactive guest experience included multiple photo booths, an onsite professional photographer and a luxe Armani vending machine, which allowed guests to take home their own personal selection of Armani’s new product line. Choices consisted of multiple fragrances and skincare options, or Armani’s new signature matte red lipstick or gloss. Attendees were encouraged to open and try the various products for themselves with the help of virtual makeup application stations.

The Armani Box is a one-stop-shop for beauty aficionados, and professional Armani makeup artists will be onsite for makeup touch ups. Guests can also book the pop-up space for VIP private events. 8473 Melrose Place, West Hollywood, giorgioarmanibeauty-usa.com