Diptyque has opened a new flagship boutique at 107 New Bond Street in London, taking over a large three-story apartment as the luxury brand introduces its new store concept, Maisons Diptyque.
The new concept debuts in London before launching in Paris later this month, with both stores marking the largest ever opened by the brand.
Part boutique, part cultural space, Maisons Diptyque blends the brand’s emblematic creations with a range of artistic and cultural experiences, all housed in an architectural setting “reminiscent of the apartment of a Parisian aesthete”.
Fabienne Mauny, Chief Executive Officer at Diptyque, said: “The launch of Maison Diptyque marks a new era for the brand, symbolising our commitment to broadening our national and international reach.
“Our new boutiques have been conceived as immersive locations that celebrate the art of living, Diptyque-style. As the world grows ever more digitalised, these spaces will stand out because they offer experiences that are exclusive, sensual, and intimate – in short, anything but standardised.
“They exemplify our dedication to expertise, as evidenced both by our own skills in the creation of perfumes and by those of the artisans and artists who contribute to our universe. Enriching the customer experience is central to this initiative – a reminder that when it comes to the conception of its boutiques, Diptyque remains faithful to its disruptive, poetic vision.”
Maison Diptyque London aims to “breathe new creative life” into the historic location of Mayfair and is a testament to the luxury brand’s deep-rooted connection to the British capital, which is also the birthplace of one of its founders, Desmond Knox-Leet.
Upon entering the space, visitors are welcomed by the brand’s complete collection of luxury candles and fragrances. This is later complimented by a fragrance library, which boasts a full range of Diptyque’s eau de toilettes, eau de parfums and perfumed hair mists. Each is displayed with an illustrated landscape inspired by the name of each scent, to encourage customers to imagine a scented story even before they discover the fragrance.
A home fragrance salon then offers the opportunity for further scent exploration, while a ‘salon of curiosities’ boasts Diptyque’s full decoration range, from candle holders to glazed ceramics.
Throughout these boutiques, every last detail is the embodiment of exceptional expertise, be it the expertise pf the Maison in the creation of perfumes or the skills of the artisans and artists, and the Maisons will regularly host exhibitions, workshops and events through the year.
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