In pictures: Fragrance Shop opens new flagship with UK’s first ever ‘AI creation machine’

The perfume retailer said the new 2,300 sq ft store “sets a new standard in fragrance retail” and features “an interactive station and innovative features” to ensure that “customers find their perfect scent effortlessly.”

The store features interactive Lift and Learn wall bays and tables, which allow customers to browse its best-selling fragrances, access exclusive in-store content, read reviews and discover MYFTS, the Fragrance Shop’s loyalty program.

But the outlet’s exclusive star turn is the country’s first-ever AI fragrance creation machine, created in partnership with EveryHuman.

TFS said the Algorithmic Perfumery machine will allow “customers to explore a new dimension of fragrance personalisation” as they create their own unique scents.

The new flagship means that The Fragrance Shop is now “the only dedicated fragrance retailer on the new side of Oxford Street.”