Luxury department store Liberty has opened doors to a “first-of-its-kind fragrance destination” in the heart of London.
The fragrance lounge on the lower ground floor of the department store has been designed as a “unique concierge service that allows guests to discover their signature scent in an entirely new way.”
Customers can experience a wide range of fragrances arranged by scent family, rather than by brand, via the concierge service, in a challenge to conventional ways of browsing.
The space features fragrances from a mix of brands – including Liberty’s own brand LBTY launched last year, Ex Nihilo, DS & Durga, Chloé, Creed, Guerlain, Matiere Premiere, L’Artisan Parfumeur, Perfumer H, Bibbi, and Vilhelm Parfumerie – alongside a UK-exclusive collection from Gucci.
The store also provides a personal consultation experience in private suites for guests seeking the perfect fragrance for special occasions. Guided tours of the space, highlighting the bespoke ‘Noseum’ art piece by sculptor Tasha Marks and an array of scents, are also available.
For the love of scent
Natalie Guselli, Liberty head of merchandising, said: “We wanted the space to not only be about selling perfume – this is for the joy and love of scent; how it makes us feel and the memories it brings. Fragrance is not only a luxury purchase; scent is our most emotive human sense that connects deep within ourselves and each other.
“There is something for everyone in our edit, with every detail finessed, from the art installation to the luxury private suites and how the fragrance concierge team help you find your signature scent in a way that only Liberty can.”
Rhea Cartwright, Liberty head of beauty, said: “Our primary goal was to create a space that made the often intimidating world of fragrance feel welcoming and inclusive.
“Although it’s the most intimate and sensual beauty category, the traditional retail experience can feel cold and clinical. Leading with service and a sprinkle of Liberty magic, we have put the customer at the heart of each decision.
“We are known globally for our exceptional fragrance edit and The Fragrance Lounge is a milestone moment in our business to truly deliver the scale, service proposition and brand offering we believe the category truly deserves.”
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