retail
DESCRIPTION
The best perfumeriesTRANSCRIPT
13072011 1349Retail - Alluring Perfumeries
Page 1 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
Alluring PerfumeriesThose leading the way in the perfume business have become masterful in their ability to sell us scents ndash almost invisible but highly emotive products Stylus investigates how the most beautiful perfume stores inthe world are tapping into associated emotions via a combination of artful displays and sensual storeinteriors
When dealing with such an emotionally fuelled purchase as perfume creating an atmosphere of desire and sensorystimulation is essential Indeed perfumers from around the globe describe their products in highly emotive termslsquoLiquid emotionrsquo (Penhaliganrsquos) lsquoMemoryrsquo (Campo Marzio) and lsquoLife Essencersquo (Roja Dove) And when it comes todisplay such expressive descriptions also dictate artful sensorially attuned solutions
So what makes a good perfume store According to Kate Shepherd beauty store specialist and director of insight andstrategy at design agency Checkland Kindleysides ldquoThe best perfume stores offer a completely multi-sensoryexperience enabling consumers to fully immerse themselves in the product offer Perfumes displayed with clarity arebrought to life Much of the emphasis [from new stores] is placed on discovery and experimentationrdquo
In a market sector exploring the very perimeters of beauty and wellbeing (see the recent report Shiseido SuperstoreJapan Beyond Beauty) Stylus looks at how the most beautiful perfume stores are tackling store design and display
Modern DecorativeWhile historically perfume stores have often been dark and somewhat cavernous a new direction in perfumepresentation is revealing a fresher more contemporary approach ndash with lightly decorative and witty touches that are
VM INSPIRATIONVM INSPIRATION
GALLERY 99 IMAGES
ARTICLE REFERENCESCheckland KindleysidesJo MaloneGuerlainIntertrade EuropeRoja DoveSerge LutensCampomarzio70FueguiaJovoy ParisOlfattorioPenhaligonsSanta Maria Novella
Retail Thread
Jul 13 2011Jul 13 2011
ALLURING PERFUMERIES
Related Reports
Shiseido Superstore BeyondBeautySTORE CONCEPTS 05 JUL 2011
Rare Perfume Jovoy ParisCREATE FASHION amp BEAUTY SPOTLIGHT 21 MAR 2011
Logout My StylusAmanda Carr 13 July 2011
RETAIL gt ALLURING PERFUMERIES SEARCH STYLUS
Vision Create Interiors Create Fashion amp Beauty Colour Retail Spaces Events Travel Culture News amp Analysis
TOOLS
13072011 1349Retail - Alluring Perfumeries
Page 2 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
designed to attract consumers via a sense of intrigue and wonder
In celebration of the 2011 Chelsea Flower Show in London British perfumer Jo Malone decorated the exterior of itsluxuriantly pristine London store with a full-size cherry tree and windows piled high with petals Inspired by its newlimited-edition Sakura Cherry Blossom perfume branches of the tree ndash which was lsquorootedrsquo inside the store ndash appearedto pierce the windows splaying out to form a delicate ethereal canopy over the heads of passers-by on the streetStunning and dramatic it set a new precedent for perfume stores
Avery a perfume concept store from Intertrade Europe ndash distributors of niche perfumes ndash opened its newest store inModena Italy in November 2010 UK and European manager Clorinda Di Tommaso explained that the concept whichboasts an open interior and quirky miniature wall shelving display ldquoCreates a space that allows for a true olfactoryjourney an intimate and personal experiencerdquo In the London Avery store for instance perfume tests are sprayed onreal feathers
Les Ateliers Guerlain ndash a pop-up concept that appeared beside the Maison Guerlain flagship store on the Champs-Eacutelyseacutees in Paris in spring 2011 ndash similarly presents according to the brand ldquoA touch of humour and fantasyrdquoDesigned by Guerlainrsquos long-standing architect Patricia Grosdemange the store was constructed using unvarnished
VIEW ALL
Voyager San Fran TheMakeshift Mentality1200 12 JUL 2011
New San Francisco art gallery-cum-clothingboutique Voyager ndash overflowing with wittyinterior touches ndash has been designed withthe kind of makeshift raquo
McQ Pops-Up at Selfridges1130 11 JUL 2011
McQ ndash the younger and slightly morerenegade diffusion line from fashion houseAlexander McQueen ndash will have a pop-upstore in London department raquo
Tregraves Bien Shop Malmouml1330 08 JUL 2011
Showing that beauty and function needntbe opposing forces independent Swedishfashion retailer Tregraves Bien Shop hasrenovated its Malmouml boutique ndash raquo
Louboutinrsquos Menrsquos Store Paris0900 07 JUL 2011
Dandies (and quite possibly other gents)across Paris will be rejoicing at the newsthat footwear maestro Christian Louboutinwill be opening his raquo
Pop-Up Retail Hits the Road0900 06 JUL 2011
As pop-up stores continue to prove theirpromotional value a growing number ofbrands (such as Tommy Hilfiger with itsgigantic Prep World pop-up raquo
13072011 1349Retail - Alluring Perfumeries
Page 3 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
wood pale shades and perfume-industry props Fluted perfume filters hang from the ceiling and traditional glassdomes are updated with silicone gold embroideries The chandeliers were made from the brandrsquos bee-design perfumebottles (the honeycomb-shaped bottles a Guerlain trademark are engraved with a constellation of bees ndash referencingthe preferred emblem of the Emperor Napolean) While the store even has its own specially commissioned musicdevised by interior designer Nathalie Auzeacutepy ndash playful and imaginative it embodies a newfound direction of wit vergingon the surreal
GALLERY 17 MORE IMAGES
Darkly DramaticStill embracing a modern aesthetic but anchored in a darker richly sensual visual experience this concept plays onthe highly seductive nature of perfume rituals Colours are dark lighting is subdued and props are all drawn from theperformance of demonstrating scents such as the spills (the tester blotters) and glass cloches (to trap the scent)
The overall effect ndash as seen at the new Los Angles showroom of Patagonian fragrance brand Fueguiarsquos ndash has more ofthe seductive feel of an intimate cocktail bar than a traditional selling space
Legendary English perfumer Roja Doversquos Haute Parfumerie in Harrods with its low ceilings dark walls and stagedlighting resembles a theatrical nightclub Every surface is covered and the space is laden with mirrors that reflect thegold-trimmed bottles and sparkling lsquojuicersquo (as perfume is known professionally) The store displays exploit the beautifulbottles used at the luxury end of perfume and selling takes place in an intimate cushioned alcove more boudoir thansales counter
In the Palais du Royal in Paris the Serge Lutens store is nestled in a side arcade ndash upon entering visitors experiencea dramatic change in atmosphere Lighting is dark (and imbued with a regal purplish hue) and the walls are full ofdecorative almost ritualistic motifs A thick but delicious fug of exotic scents which constantly change hang in the air Although small the store windows use hand-drawn illustrations created by Serge Lutens himself to add a personalvisual detail
13072011 1349Retail - Alluring Perfumeries
Page 4 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
GALLERY 20 MORE IMAGES
Lab-tastic Galleries of ScentPerhaps in order to add the gravitas of science to the mystical allure of perfume ndash a swathe of new stores are drawingdesign inspiration from art galleries in order to display perfume in a more ordered and considered way Whencombined with the props and equipment found within the perfume laboratory the styling denotes a sense of modernityand experimentation that is both intriguing and avant-garde
Making just this distinction is the Campo Marzio 70 store in Rome which was refurbished in December 2010 Orderedshelving creates an interior calm and perfume bottles are presented as objets drsquoart Marketing manager Lisa Bonfattitold Stylus ldquoWe call it a Perfume Gallery as it is much more than just a store It is a modern temple dedicated to theart of perfumery in which every single fragrance gets the attention ndash the light the atmosphere the space ndash itdeservesrdquo
The decorative aluminium castings used as display cabinets were created by Italian artist Andrea Salvetti and thestore ndash designed by Design For Architecture ndash has a lsquoconversationrsquo salon on the first floor where customers andperfume experts meet to learn more about the perfumes
Hints of perfume-laboratory rituals are equally evident at Jovoy Paris a luxury perfume store which launched in Parisin November 2010 Key features are its traditional parquet wooden flooring lab-style benches that run down the side ofthe store and neat rows of bottles lined up as if ready for an experiment
At LrsquoOlfattorio in Florence its gallery style uses elaborate frames and shelving ndash made from an Italianate-styleilluminated marble ndash to display adverts and group products together The store samples perfumes from paper cup-shaped testers stored in champagne flutes on the tester bar and boasts its own (unadvertised) museum in an adjoiningback room
13072011 1349Retail - Alluring Perfumeries
Page 5 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
GALLERY 15 MORE IMAGES
Steeped in HistoryAs a sector steeped in heritage many perfume houses still embrace the longevity and history of their brand lineage ndashmining them for both artefacts and stories to consolidate display ideas
As consumers continue to respond to design concepts relating to heritage (refer to our report How to Use Heritage)provenance told through exhibition style presentation graphics and original packaging is still highly appealing Often atraditional ritual such as the dispensing of perfume juice from beautiful crystal glass urns as seen at Caron stores inboth its Paris flagship and in the perfume boutiques licensed to sell the brand is a compelling visual anchor fordisplay
Officina Profumo Farmaceutica di Santa Maria Novella in Florence is one of the oldest producers of perfume in theworld and it has been at its current location ndash once a Dominican monastery ndash since 1612 A true destination for scententhusiasts the store is a museum and retailer in equal parts with its inspiring antique perfume artefacts originalfrescos and highly ornate cabinets presenting a master-class in atmospheric heritage
13072011 1349Retail - Alluring Perfumeries
Page 6 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
British brand Penhaliganrsquos established in 1872 also works its heritage card extremely well via its compact butintoxicating ornate stores ndash which are littered with antique fixtures salvaged from the perfume-making industry ItsCovent Garden store includes a vintage sink to ramp up the sense of authenticity
Super-sized factice bottles (display dummies) which display the full perfume range add height while the RoyalWarrants for both Prince Philip and Prince Charles are framed on the walls contributing to its historic credentials
Chandelier designer Madeleine Boulesteix ndash who specialises in lighting design created from salvaged objects ndash usedPenhaliganrsquos own vintage bottles for a central chandelier while a permanent exhibition area displaying original bottlesand packaging seals the stores heritage-approved status
13072011 1349Retail - Alluring Perfumeries
Page 7 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
Perfume selling is inherently wrapped in a sensoriallyoriented world Consequently design and display thatembraces emotion via sight sound and smell can help toclarify the picture more fully for customers There is room to be brave Perfume evokes emotion and ifyour customer can handle it then therersquos room to besensual daring and fun
Though heritage is still a strong trend a new wave ofdesigns ndash influenced by themes as diverse as sciencenature and simple visual humour ndash are pushing perfumestore design into exciting modern territory
GALLERY 23 MORE IMAGES
ARTICLE REFERENCESCheckland KindleysidesJo MaloneGuerlainIntertrade EuropeRoja DoveSerge LutensCampomarzio70FueguiaJovoy ParisOlfattorioPenhaligonsSanta Maria Novella
GALLERY 99 IMAGES
ALLURING PERFUMERIES
Stylus Summary
STYLUS OVERVIEW BENEFITS TO YOUR BUSINESS MEET THE TEAM PRESS SUBSCRIBE TO STYLUS CONTACTUS TERMS amp CONDITIONS CAREERS
copy STYLUS MEDIA GROUP 2011 ALL RIGHTS RESERVED
13072011 1349Retail - Alluring Perfumeries
Page 2 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
designed to attract consumers via a sense of intrigue and wonder
In celebration of the 2011 Chelsea Flower Show in London British perfumer Jo Malone decorated the exterior of itsluxuriantly pristine London store with a full-size cherry tree and windows piled high with petals Inspired by its newlimited-edition Sakura Cherry Blossom perfume branches of the tree ndash which was lsquorootedrsquo inside the store ndash appearedto pierce the windows splaying out to form a delicate ethereal canopy over the heads of passers-by on the streetStunning and dramatic it set a new precedent for perfume stores
Avery a perfume concept store from Intertrade Europe ndash distributors of niche perfumes ndash opened its newest store inModena Italy in November 2010 UK and European manager Clorinda Di Tommaso explained that the concept whichboasts an open interior and quirky miniature wall shelving display ldquoCreates a space that allows for a true olfactoryjourney an intimate and personal experiencerdquo In the London Avery store for instance perfume tests are sprayed onreal feathers
Les Ateliers Guerlain ndash a pop-up concept that appeared beside the Maison Guerlain flagship store on the Champs-Eacutelyseacutees in Paris in spring 2011 ndash similarly presents according to the brand ldquoA touch of humour and fantasyrdquoDesigned by Guerlainrsquos long-standing architect Patricia Grosdemange the store was constructed using unvarnished
VIEW ALL
Voyager San Fran TheMakeshift Mentality1200 12 JUL 2011
New San Francisco art gallery-cum-clothingboutique Voyager ndash overflowing with wittyinterior touches ndash has been designed withthe kind of makeshift raquo
McQ Pops-Up at Selfridges1130 11 JUL 2011
McQ ndash the younger and slightly morerenegade diffusion line from fashion houseAlexander McQueen ndash will have a pop-upstore in London department raquo
Tregraves Bien Shop Malmouml1330 08 JUL 2011
Showing that beauty and function needntbe opposing forces independent Swedishfashion retailer Tregraves Bien Shop hasrenovated its Malmouml boutique ndash raquo
Louboutinrsquos Menrsquos Store Paris0900 07 JUL 2011
Dandies (and quite possibly other gents)across Paris will be rejoicing at the newsthat footwear maestro Christian Louboutinwill be opening his raquo
Pop-Up Retail Hits the Road0900 06 JUL 2011
As pop-up stores continue to prove theirpromotional value a growing number ofbrands (such as Tommy Hilfiger with itsgigantic Prep World pop-up raquo
13072011 1349Retail - Alluring Perfumeries
Page 3 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
wood pale shades and perfume-industry props Fluted perfume filters hang from the ceiling and traditional glassdomes are updated with silicone gold embroideries The chandeliers were made from the brandrsquos bee-design perfumebottles (the honeycomb-shaped bottles a Guerlain trademark are engraved with a constellation of bees ndash referencingthe preferred emblem of the Emperor Napolean) While the store even has its own specially commissioned musicdevised by interior designer Nathalie Auzeacutepy ndash playful and imaginative it embodies a newfound direction of wit vergingon the surreal
GALLERY 17 MORE IMAGES
Darkly DramaticStill embracing a modern aesthetic but anchored in a darker richly sensual visual experience this concept plays onthe highly seductive nature of perfume rituals Colours are dark lighting is subdued and props are all drawn from theperformance of demonstrating scents such as the spills (the tester blotters) and glass cloches (to trap the scent)
The overall effect ndash as seen at the new Los Angles showroom of Patagonian fragrance brand Fueguiarsquos ndash has more ofthe seductive feel of an intimate cocktail bar than a traditional selling space
Legendary English perfumer Roja Doversquos Haute Parfumerie in Harrods with its low ceilings dark walls and stagedlighting resembles a theatrical nightclub Every surface is covered and the space is laden with mirrors that reflect thegold-trimmed bottles and sparkling lsquojuicersquo (as perfume is known professionally) The store displays exploit the beautifulbottles used at the luxury end of perfume and selling takes place in an intimate cushioned alcove more boudoir thansales counter
In the Palais du Royal in Paris the Serge Lutens store is nestled in a side arcade ndash upon entering visitors experiencea dramatic change in atmosphere Lighting is dark (and imbued with a regal purplish hue) and the walls are full ofdecorative almost ritualistic motifs A thick but delicious fug of exotic scents which constantly change hang in the air Although small the store windows use hand-drawn illustrations created by Serge Lutens himself to add a personalvisual detail
13072011 1349Retail - Alluring Perfumeries
Page 4 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
GALLERY 20 MORE IMAGES
Lab-tastic Galleries of ScentPerhaps in order to add the gravitas of science to the mystical allure of perfume ndash a swathe of new stores are drawingdesign inspiration from art galleries in order to display perfume in a more ordered and considered way Whencombined with the props and equipment found within the perfume laboratory the styling denotes a sense of modernityand experimentation that is both intriguing and avant-garde
Making just this distinction is the Campo Marzio 70 store in Rome which was refurbished in December 2010 Orderedshelving creates an interior calm and perfume bottles are presented as objets drsquoart Marketing manager Lisa Bonfattitold Stylus ldquoWe call it a Perfume Gallery as it is much more than just a store It is a modern temple dedicated to theart of perfumery in which every single fragrance gets the attention ndash the light the atmosphere the space ndash itdeservesrdquo
The decorative aluminium castings used as display cabinets were created by Italian artist Andrea Salvetti and thestore ndash designed by Design For Architecture ndash has a lsquoconversationrsquo salon on the first floor where customers andperfume experts meet to learn more about the perfumes
Hints of perfume-laboratory rituals are equally evident at Jovoy Paris a luxury perfume store which launched in Parisin November 2010 Key features are its traditional parquet wooden flooring lab-style benches that run down the side ofthe store and neat rows of bottles lined up as if ready for an experiment
At LrsquoOlfattorio in Florence its gallery style uses elaborate frames and shelving ndash made from an Italianate-styleilluminated marble ndash to display adverts and group products together The store samples perfumes from paper cup-shaped testers stored in champagne flutes on the tester bar and boasts its own (unadvertised) museum in an adjoiningback room
13072011 1349Retail - Alluring Perfumeries
Page 5 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
GALLERY 15 MORE IMAGES
Steeped in HistoryAs a sector steeped in heritage many perfume houses still embrace the longevity and history of their brand lineage ndashmining them for both artefacts and stories to consolidate display ideas
As consumers continue to respond to design concepts relating to heritage (refer to our report How to Use Heritage)provenance told through exhibition style presentation graphics and original packaging is still highly appealing Often atraditional ritual such as the dispensing of perfume juice from beautiful crystal glass urns as seen at Caron stores inboth its Paris flagship and in the perfume boutiques licensed to sell the brand is a compelling visual anchor fordisplay
Officina Profumo Farmaceutica di Santa Maria Novella in Florence is one of the oldest producers of perfume in theworld and it has been at its current location ndash once a Dominican monastery ndash since 1612 A true destination for scententhusiasts the store is a museum and retailer in equal parts with its inspiring antique perfume artefacts originalfrescos and highly ornate cabinets presenting a master-class in atmospheric heritage
13072011 1349Retail - Alluring Perfumeries
Page 6 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
British brand Penhaliganrsquos established in 1872 also works its heritage card extremely well via its compact butintoxicating ornate stores ndash which are littered with antique fixtures salvaged from the perfume-making industry ItsCovent Garden store includes a vintage sink to ramp up the sense of authenticity
Super-sized factice bottles (display dummies) which display the full perfume range add height while the RoyalWarrants for both Prince Philip and Prince Charles are framed on the walls contributing to its historic credentials
Chandelier designer Madeleine Boulesteix ndash who specialises in lighting design created from salvaged objects ndash usedPenhaliganrsquos own vintage bottles for a central chandelier while a permanent exhibition area displaying original bottlesand packaging seals the stores heritage-approved status
13072011 1349Retail - Alluring Perfumeries
Page 7 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
Perfume selling is inherently wrapped in a sensoriallyoriented world Consequently design and display thatembraces emotion via sight sound and smell can help toclarify the picture more fully for customers There is room to be brave Perfume evokes emotion and ifyour customer can handle it then therersquos room to besensual daring and fun
Though heritage is still a strong trend a new wave ofdesigns ndash influenced by themes as diverse as sciencenature and simple visual humour ndash are pushing perfumestore design into exciting modern territory
GALLERY 23 MORE IMAGES
ARTICLE REFERENCESCheckland KindleysidesJo MaloneGuerlainIntertrade EuropeRoja DoveSerge LutensCampomarzio70FueguiaJovoy ParisOlfattorioPenhaligonsSanta Maria Novella
GALLERY 99 IMAGES
ALLURING PERFUMERIES
Stylus Summary
STYLUS OVERVIEW BENEFITS TO YOUR BUSINESS MEET THE TEAM PRESS SUBSCRIBE TO STYLUS CONTACTUS TERMS amp CONDITIONS CAREERS
copy STYLUS MEDIA GROUP 2011 ALL RIGHTS RESERVED
13072011 1349Retail - Alluring Perfumeries
Page 3 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
wood pale shades and perfume-industry props Fluted perfume filters hang from the ceiling and traditional glassdomes are updated with silicone gold embroideries The chandeliers were made from the brandrsquos bee-design perfumebottles (the honeycomb-shaped bottles a Guerlain trademark are engraved with a constellation of bees ndash referencingthe preferred emblem of the Emperor Napolean) While the store even has its own specially commissioned musicdevised by interior designer Nathalie Auzeacutepy ndash playful and imaginative it embodies a newfound direction of wit vergingon the surreal
GALLERY 17 MORE IMAGES
Darkly DramaticStill embracing a modern aesthetic but anchored in a darker richly sensual visual experience this concept plays onthe highly seductive nature of perfume rituals Colours are dark lighting is subdued and props are all drawn from theperformance of demonstrating scents such as the spills (the tester blotters) and glass cloches (to trap the scent)
The overall effect ndash as seen at the new Los Angles showroom of Patagonian fragrance brand Fueguiarsquos ndash has more ofthe seductive feel of an intimate cocktail bar than a traditional selling space
Legendary English perfumer Roja Doversquos Haute Parfumerie in Harrods with its low ceilings dark walls and stagedlighting resembles a theatrical nightclub Every surface is covered and the space is laden with mirrors that reflect thegold-trimmed bottles and sparkling lsquojuicersquo (as perfume is known professionally) The store displays exploit the beautifulbottles used at the luxury end of perfume and selling takes place in an intimate cushioned alcove more boudoir thansales counter
In the Palais du Royal in Paris the Serge Lutens store is nestled in a side arcade ndash upon entering visitors experiencea dramatic change in atmosphere Lighting is dark (and imbued with a regal purplish hue) and the walls are full ofdecorative almost ritualistic motifs A thick but delicious fug of exotic scents which constantly change hang in the air Although small the store windows use hand-drawn illustrations created by Serge Lutens himself to add a personalvisual detail
13072011 1349Retail - Alluring Perfumeries
Page 4 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
GALLERY 20 MORE IMAGES
Lab-tastic Galleries of ScentPerhaps in order to add the gravitas of science to the mystical allure of perfume ndash a swathe of new stores are drawingdesign inspiration from art galleries in order to display perfume in a more ordered and considered way Whencombined with the props and equipment found within the perfume laboratory the styling denotes a sense of modernityand experimentation that is both intriguing and avant-garde
Making just this distinction is the Campo Marzio 70 store in Rome which was refurbished in December 2010 Orderedshelving creates an interior calm and perfume bottles are presented as objets drsquoart Marketing manager Lisa Bonfattitold Stylus ldquoWe call it a Perfume Gallery as it is much more than just a store It is a modern temple dedicated to theart of perfumery in which every single fragrance gets the attention ndash the light the atmosphere the space ndash itdeservesrdquo
The decorative aluminium castings used as display cabinets were created by Italian artist Andrea Salvetti and thestore ndash designed by Design For Architecture ndash has a lsquoconversationrsquo salon on the first floor where customers andperfume experts meet to learn more about the perfumes
Hints of perfume-laboratory rituals are equally evident at Jovoy Paris a luxury perfume store which launched in Parisin November 2010 Key features are its traditional parquet wooden flooring lab-style benches that run down the side ofthe store and neat rows of bottles lined up as if ready for an experiment
At LrsquoOlfattorio in Florence its gallery style uses elaborate frames and shelving ndash made from an Italianate-styleilluminated marble ndash to display adverts and group products together The store samples perfumes from paper cup-shaped testers stored in champagne flutes on the tester bar and boasts its own (unadvertised) museum in an adjoiningback room
13072011 1349Retail - Alluring Perfumeries
Page 5 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
GALLERY 15 MORE IMAGES
Steeped in HistoryAs a sector steeped in heritage many perfume houses still embrace the longevity and history of their brand lineage ndashmining them for both artefacts and stories to consolidate display ideas
As consumers continue to respond to design concepts relating to heritage (refer to our report How to Use Heritage)provenance told through exhibition style presentation graphics and original packaging is still highly appealing Often atraditional ritual such as the dispensing of perfume juice from beautiful crystal glass urns as seen at Caron stores inboth its Paris flagship and in the perfume boutiques licensed to sell the brand is a compelling visual anchor fordisplay
Officina Profumo Farmaceutica di Santa Maria Novella in Florence is one of the oldest producers of perfume in theworld and it has been at its current location ndash once a Dominican monastery ndash since 1612 A true destination for scententhusiasts the store is a museum and retailer in equal parts with its inspiring antique perfume artefacts originalfrescos and highly ornate cabinets presenting a master-class in atmospheric heritage
13072011 1349Retail - Alluring Perfumeries
Page 6 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
British brand Penhaliganrsquos established in 1872 also works its heritage card extremely well via its compact butintoxicating ornate stores ndash which are littered with antique fixtures salvaged from the perfume-making industry ItsCovent Garden store includes a vintage sink to ramp up the sense of authenticity
Super-sized factice bottles (display dummies) which display the full perfume range add height while the RoyalWarrants for both Prince Philip and Prince Charles are framed on the walls contributing to its historic credentials
Chandelier designer Madeleine Boulesteix ndash who specialises in lighting design created from salvaged objects ndash usedPenhaliganrsquos own vintage bottles for a central chandelier while a permanent exhibition area displaying original bottlesand packaging seals the stores heritage-approved status
13072011 1349Retail - Alluring Perfumeries
Page 7 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
Perfume selling is inherently wrapped in a sensoriallyoriented world Consequently design and display thatembraces emotion via sight sound and smell can help toclarify the picture more fully for customers There is room to be brave Perfume evokes emotion and ifyour customer can handle it then therersquos room to besensual daring and fun
Though heritage is still a strong trend a new wave ofdesigns ndash influenced by themes as diverse as sciencenature and simple visual humour ndash are pushing perfumestore design into exciting modern territory
GALLERY 23 MORE IMAGES
ARTICLE REFERENCESCheckland KindleysidesJo MaloneGuerlainIntertrade EuropeRoja DoveSerge LutensCampomarzio70FueguiaJovoy ParisOlfattorioPenhaligonsSanta Maria Novella
GALLERY 99 IMAGES
ALLURING PERFUMERIES
Stylus Summary
STYLUS OVERVIEW BENEFITS TO YOUR BUSINESS MEET THE TEAM PRESS SUBSCRIBE TO STYLUS CONTACTUS TERMS amp CONDITIONS CAREERS
copy STYLUS MEDIA GROUP 2011 ALL RIGHTS RESERVED
13072011 1349Retail - Alluring Perfumeries
Page 4 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
GALLERY 20 MORE IMAGES
Lab-tastic Galleries of ScentPerhaps in order to add the gravitas of science to the mystical allure of perfume ndash a swathe of new stores are drawingdesign inspiration from art galleries in order to display perfume in a more ordered and considered way Whencombined with the props and equipment found within the perfume laboratory the styling denotes a sense of modernityand experimentation that is both intriguing and avant-garde
Making just this distinction is the Campo Marzio 70 store in Rome which was refurbished in December 2010 Orderedshelving creates an interior calm and perfume bottles are presented as objets drsquoart Marketing manager Lisa Bonfattitold Stylus ldquoWe call it a Perfume Gallery as it is much more than just a store It is a modern temple dedicated to theart of perfumery in which every single fragrance gets the attention ndash the light the atmosphere the space ndash itdeservesrdquo
The decorative aluminium castings used as display cabinets were created by Italian artist Andrea Salvetti and thestore ndash designed by Design For Architecture ndash has a lsquoconversationrsquo salon on the first floor where customers andperfume experts meet to learn more about the perfumes
Hints of perfume-laboratory rituals are equally evident at Jovoy Paris a luxury perfume store which launched in Parisin November 2010 Key features are its traditional parquet wooden flooring lab-style benches that run down the side ofthe store and neat rows of bottles lined up as if ready for an experiment
At LrsquoOlfattorio in Florence its gallery style uses elaborate frames and shelving ndash made from an Italianate-styleilluminated marble ndash to display adverts and group products together The store samples perfumes from paper cup-shaped testers stored in champagne flutes on the tester bar and boasts its own (unadvertised) museum in an adjoiningback room
13072011 1349Retail - Alluring Perfumeries
Page 5 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
GALLERY 15 MORE IMAGES
Steeped in HistoryAs a sector steeped in heritage many perfume houses still embrace the longevity and history of their brand lineage ndashmining them for both artefacts and stories to consolidate display ideas
As consumers continue to respond to design concepts relating to heritage (refer to our report How to Use Heritage)provenance told through exhibition style presentation graphics and original packaging is still highly appealing Often atraditional ritual such as the dispensing of perfume juice from beautiful crystal glass urns as seen at Caron stores inboth its Paris flagship and in the perfume boutiques licensed to sell the brand is a compelling visual anchor fordisplay
Officina Profumo Farmaceutica di Santa Maria Novella in Florence is one of the oldest producers of perfume in theworld and it has been at its current location ndash once a Dominican monastery ndash since 1612 A true destination for scententhusiasts the store is a museum and retailer in equal parts with its inspiring antique perfume artefacts originalfrescos and highly ornate cabinets presenting a master-class in atmospheric heritage
13072011 1349Retail - Alluring Perfumeries
Page 6 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
British brand Penhaliganrsquos established in 1872 also works its heritage card extremely well via its compact butintoxicating ornate stores ndash which are littered with antique fixtures salvaged from the perfume-making industry ItsCovent Garden store includes a vintage sink to ramp up the sense of authenticity
Super-sized factice bottles (display dummies) which display the full perfume range add height while the RoyalWarrants for both Prince Philip and Prince Charles are framed on the walls contributing to its historic credentials
Chandelier designer Madeleine Boulesteix ndash who specialises in lighting design created from salvaged objects ndash usedPenhaliganrsquos own vintage bottles for a central chandelier while a permanent exhibition area displaying original bottlesand packaging seals the stores heritage-approved status
13072011 1349Retail - Alluring Perfumeries
Page 7 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
Perfume selling is inherently wrapped in a sensoriallyoriented world Consequently design and display thatembraces emotion via sight sound and smell can help toclarify the picture more fully for customers There is room to be brave Perfume evokes emotion and ifyour customer can handle it then therersquos room to besensual daring and fun
Though heritage is still a strong trend a new wave ofdesigns ndash influenced by themes as diverse as sciencenature and simple visual humour ndash are pushing perfumestore design into exciting modern territory
GALLERY 23 MORE IMAGES
ARTICLE REFERENCESCheckland KindleysidesJo MaloneGuerlainIntertrade EuropeRoja DoveSerge LutensCampomarzio70FueguiaJovoy ParisOlfattorioPenhaligonsSanta Maria Novella
GALLERY 99 IMAGES
ALLURING PERFUMERIES
Stylus Summary
STYLUS OVERVIEW BENEFITS TO YOUR BUSINESS MEET THE TEAM PRESS SUBSCRIBE TO STYLUS CONTACTUS TERMS amp CONDITIONS CAREERS
copy STYLUS MEDIA GROUP 2011 ALL RIGHTS RESERVED
13072011 1349Retail - Alluring Perfumeries
Page 5 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
GALLERY 15 MORE IMAGES
Steeped in HistoryAs a sector steeped in heritage many perfume houses still embrace the longevity and history of their brand lineage ndashmining them for both artefacts and stories to consolidate display ideas
As consumers continue to respond to design concepts relating to heritage (refer to our report How to Use Heritage)provenance told through exhibition style presentation graphics and original packaging is still highly appealing Often atraditional ritual such as the dispensing of perfume juice from beautiful crystal glass urns as seen at Caron stores inboth its Paris flagship and in the perfume boutiques licensed to sell the brand is a compelling visual anchor fordisplay
Officina Profumo Farmaceutica di Santa Maria Novella in Florence is one of the oldest producers of perfume in theworld and it has been at its current location ndash once a Dominican monastery ndash since 1612 A true destination for scententhusiasts the store is a museum and retailer in equal parts with its inspiring antique perfume artefacts originalfrescos and highly ornate cabinets presenting a master-class in atmospheric heritage
13072011 1349Retail - Alluring Perfumeries
Page 6 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
British brand Penhaliganrsquos established in 1872 also works its heritage card extremely well via its compact butintoxicating ornate stores ndash which are littered with antique fixtures salvaged from the perfume-making industry ItsCovent Garden store includes a vintage sink to ramp up the sense of authenticity
Super-sized factice bottles (display dummies) which display the full perfume range add height while the RoyalWarrants for both Prince Philip and Prince Charles are framed on the walls contributing to its historic credentials
Chandelier designer Madeleine Boulesteix ndash who specialises in lighting design created from salvaged objects ndash usedPenhaliganrsquos own vintage bottles for a central chandelier while a permanent exhibition area displaying original bottlesand packaging seals the stores heritage-approved status
13072011 1349Retail - Alluring Perfumeries
Page 7 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
Perfume selling is inherently wrapped in a sensoriallyoriented world Consequently design and display thatembraces emotion via sight sound and smell can help toclarify the picture more fully for customers There is room to be brave Perfume evokes emotion and ifyour customer can handle it then therersquos room to besensual daring and fun
Though heritage is still a strong trend a new wave ofdesigns ndash influenced by themes as diverse as sciencenature and simple visual humour ndash are pushing perfumestore design into exciting modern territory
GALLERY 23 MORE IMAGES
ARTICLE REFERENCESCheckland KindleysidesJo MaloneGuerlainIntertrade EuropeRoja DoveSerge LutensCampomarzio70FueguiaJovoy ParisOlfattorioPenhaligonsSanta Maria Novella
GALLERY 99 IMAGES
ALLURING PERFUMERIES
Stylus Summary
STYLUS OVERVIEW BENEFITS TO YOUR BUSINESS MEET THE TEAM PRESS SUBSCRIBE TO STYLUS CONTACTUS TERMS amp CONDITIONS CAREERS
copy STYLUS MEDIA GROUP 2011 ALL RIGHTS RESERVED
13072011 1349Retail - Alluring Perfumeries
Page 6 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
British brand Penhaliganrsquos established in 1872 also works its heritage card extremely well via its compact butintoxicating ornate stores ndash which are littered with antique fixtures salvaged from the perfume-making industry ItsCovent Garden store includes a vintage sink to ramp up the sense of authenticity
Super-sized factice bottles (display dummies) which display the full perfume range add height while the RoyalWarrants for both Prince Philip and Prince Charles are framed on the walls contributing to its historic credentials
Chandelier designer Madeleine Boulesteix ndash who specialises in lighting design created from salvaged objects ndash usedPenhaliganrsquos own vintage bottles for a central chandelier while a permanent exhibition area displaying original bottlesand packaging seals the stores heritage-approved status
13072011 1349Retail - Alluring Perfumeries
Page 7 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
Perfume selling is inherently wrapped in a sensoriallyoriented world Consequently design and display thatembraces emotion via sight sound and smell can help toclarify the picture more fully for customers There is room to be brave Perfume evokes emotion and ifyour customer can handle it then therersquos room to besensual daring and fun
Though heritage is still a strong trend a new wave ofdesigns ndash influenced by themes as diverse as sciencenature and simple visual humour ndash are pushing perfumestore design into exciting modern territory
GALLERY 23 MORE IMAGES
ARTICLE REFERENCESCheckland KindleysidesJo MaloneGuerlainIntertrade EuropeRoja DoveSerge LutensCampomarzio70FueguiaJovoy ParisOlfattorioPenhaligonsSanta Maria Novella
GALLERY 99 IMAGES
ALLURING PERFUMERIES
Stylus Summary
STYLUS OVERVIEW BENEFITS TO YOUR BUSINESS MEET THE TEAM PRESS SUBSCRIBE TO STYLUS CONTACTUS TERMS amp CONDITIONS CAREERS
copy STYLUS MEDIA GROUP 2011 ALL RIGHTS RESERVED
13072011 1349Retail - Alluring Perfumeries
Page 7 of 7httpwwwstyluscomenRetail2011JulyAlluring-Perfumeries
Perfume selling is inherently wrapped in a sensoriallyoriented world Consequently design and display thatembraces emotion via sight sound and smell can help toclarify the picture more fully for customers There is room to be brave Perfume evokes emotion and ifyour customer can handle it then therersquos room to besensual daring and fun
Though heritage is still a strong trend a new wave ofdesigns ndash influenced by themes as diverse as sciencenature and simple visual humour ndash are pushing perfumestore design into exciting modern territory
GALLERY 23 MORE IMAGES
ARTICLE REFERENCESCheckland KindleysidesJo MaloneGuerlainIntertrade EuropeRoja DoveSerge LutensCampomarzio70FueguiaJovoy ParisOlfattorioPenhaligonsSanta Maria Novella
GALLERY 99 IMAGES
ALLURING PERFUMERIES
Stylus Summary
STYLUS OVERVIEW BENEFITS TO YOUR BUSINESS MEET THE TEAM PRESS SUBSCRIBE TO STYLUS CONTACTUS TERMS amp CONDITIONS CAREERS
copy STYLUS MEDIA GROUP 2011 ALL RIGHTS RESERVED