Diptyque debuts new store concept as it opens New Bond Street flagship - Indoors Beauty

Diptyque debuts new store concept as it opens New Bond Street flagship

Diptyque debuts new store concept as it opens New Bond Street flagship

Diptyque has opened a new flagship boutique at 107 New Bond Street in London, taking on a big three-story condominium as the posh model introduces its new store concept, Maisons Diptyque.

The new concept debuts in London earlier than launching in Paris later within the month, with each shops marking the biggest ever opened by the model.

Part boutique, half cultural area, Maisons Diptyque blends the model’s emblematic creations with a spread of creative and cultural experiences, all housed in an architectural setting “paying homage to the condominium of a Parisian aesthete”.

Fabienne Mauny, Chief Executive Officer at Diptyque, mentioned: “The launch of Maisons Diptyque marks a new period for the model, symbolising our dedication to broadening our nationwide and worldwide attain.

“Our new boutiques have been conceived as immersive areas that commemorate the artwork of residing, Diptyque-style. As the world grows ever extra digitalised, these areas will stand out as a result of they provide experiences which might be unique, sensual, and intimate – in brief, something however standardised.

“They exemplify our dedication to experience, as evidenced each by our personal expertise within the creation of perfumes and by these of the artisans and artists who contribute to our universe. Enriching the shopper expertise is central to this initiative – a reminder that when it involves the conception of its boutiques, Diptyque stays trustworthy to its disruptive, poetic imaginative and prescient.”

Maison Diptyque London

Maison Diptyque London goals to “breathe new artistic life” into the historic location of Mayfair and is a testomony to the posh model’s deep-rooted connection to the British capital, which can also be the birthplace of considered one of its founders, Desmond Knox-Leet.

Upon getting into the area, guests might be welcomed by the model’s full assortment of luxurious candles and fragrances.

This is later complimented by a perfume library, which boasts a full vary of Diptyque’s eau de toilettes, eau de parfums and perfumed hair mists. Each is displayed with an illustrated panorama impressed by the identify of the scent, with the intention of encouraging clients to think about a scented story even earlier than they uncover the perfume.

A house perfume salon then provides the chance for additional scent exploration, whereas a ‘salon of curiosities’ boasts Diptyque’s full ornament vary, from candle holders to glazed ceramics.

Meanwhile, Diptyque’s tub and physique assortment will be present in an expansive lavatory dedicated to bathing rituals, promising a second of “pure wellbeing and private concord” for guests to get pleasure from.

Other areas embody a second-life companies space, the place the model’s merchandise will be refilled and recycled to offer them a new and longer lease of life, as properly as an area to personalise purchases with engraving or wrapping them in artfully folded tissue paper.

Guests can even profit from different personalised experiences by no means provided by Diptyque earlier than, together with a candle customisation service, which permits consumers to create their very own candles from eight fragrances and 25 totally different decorations and finishes.

In addition, guests can ebook a perfume session to take an intimate journey into Diptyque’s scented creativeness, as properly as artistic actions at a big craftworker’s desk and candlelit evenings, which is able to mild up the Maison 4 occasions a 12 months.

The flagship additionally boasts an ‘ephemeral area’, the place “encounters, exhibitions and creative experiences will come to life”, welcoming guests to an ever-changing show of creative and aesthetic surprises.

The area opens with Café Diptyque, marking a celebration of the model’s collaboration with Café Verlet on a group of traditional candles. It will then host a celebration of Diptyque’s partnership with Villa Noailles, adopted in September by an exhibition of the immersive, monumental pop world of sculptor Cyril Lancelin.

At the tip of the 12 months, Lucy Sparrow, a British up to date artist, will then showcase her vibrant felt trompe-l’œil creations at an pop-art-inspired Christmas market in November.

This area is complimented by the Heritage Gallery, an exhibition area showcasing objects from the Maison’s historical past, from the earliest bottles and candles to private gadgets and authentic drawings by its founders.

It additionally has its personal signature candle designed to rejoice its ambiance and historical past, as properly as varied decorations, permitting clients to “relive the Maison Diptyque London expertise at residence”.

Amanda Morgan, Managing Director of Diptyque UK, mentioned: “To proceed Diptyque’s sturdy presence amongst the Mayfair retail panorama, having first opened our Brook Street boutique in 2009, we’re excited to announce the arrival of Maison Diptyque onto the celebrated New Bond Street.

“More than only a flagship store, the new London Maison is a conceptual journey by means of the model’s artisanal, cultural and architectural legacy. We are proud to name New Bond Street residence to this very particular milestone within the model’s continuous growth and dedication to providing elevated and fascinating luxurious retail experiences for our group.”

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