Following the successful launch of LBTY in October 2023, London department store Liberty has today opened an immersive, luxury perfume destination like no other – The Fragrance Lounge, a curation of the world’s finest fragrances – old, modern, heritage and avant-garde – outlined by olfactory family in our concierge edit which has been designed for guests to discover fragrances based on olfactory family rather than brand.
The Fragrance Lounge is home to the most prestigious brands in the world and the newest names in niche perfumery. A new way to shop fragrance, redefined for the senses.
The Fragrance Lounge features:
THE CONCIERGE
Designed to take visitors on a journey to find a scent that’s unique to them with a persianlised exepreince on every counter, featuring consultation spaces and luxury private suites.
THE NOSEUM
“I think about scent as a sculptural medium,” says perfume historian and artist Tasha Marks, whose work explores the connection between art and the senses.
The amazing Noseum installation, formed of 360 individual 3D-scanned noses (of customers, perfumers, experts and those behind brands), sits as an interactive centrepiece within The Fragrance Lounge, as an ode to the role of the expert or ‘nose’ in perfumery. Select 3D noses will emit molecules from a rotation of world-renowned perfumers, allowing visitors to go nose-to-nose with some of Liberty’s most exclusive brands in an immersive fragrance experience. The Noseum’s debut fragrance is Alchemist’s Garden from Gucci.
FINISHING TOUCHES
As one would expect from Liberty, The Fragrance Lounge offers gift-wrapping services as well as a personalised engraving service.
Guests can explore an assortment of brand counters from around the world, including a mix of renowned and disruptive brands such as Liberty’s own LBTY, Ex Nihilo, DS & Durga, Guerlain, Matiere Premier, Perfumer H, and Vilhelm Parfumerie.
More information HERE
