Pure Beauty

Inside Diptyque’s ‘London Maison’ flagship store

By Alessandro Carrara | Published: 9-May-2024

The Mayfair space features dedicated areas for the brand’s bathing, fragrance and homeware collections

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Diptyque has opened its latest ‘maison’ concept store in one of London's most upscale districts.

The 400 sqm space at 107 New Bond Street in Mayfair is the second boutique of its kind following the opening of a maison on Rue Duphot in Paris last month.

Diptyque is expected to roll out the concept in key US and Asian cities. 

The current outlets are the largest in Diptyque’s portfolio, which was an experimental choice to see how the brand could

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