Diptyque takes over Selfridges’ Corner Shop with ‘cityscape experience’

By Becky Bargh 16-Aug-2021

Luxury french maison celebrates 60 years in beauty with 5 city-inspired scents, each with their a dedicated area to evoke its history

Diptyque's in-store 'Paris' space to celebrate 60 years in beauty

In celebration of its 60th year in the fragrance business, Diptyque, the luxury French maison founded in 1950’s Paris, has taken up residence at Selfridge’s Corner Shop.

The four-week installation, which recently hosted Chanel’s Factory 5 pop-up for the revival of its N°5 scent, opens on 6 September and has been described as an ‘immersive cityscape experience’ that captures the history of Diptyque.

Each of the in-store ‘destinations’ evokes the European or Asian city that was the inspiration for the fragrances in the new 5-sku Grand Tour collection.

Emulating the streets of Paris for its new scent is a hot air balloon, while large illustrated sheets of paper on display evoke the booksellers on Boulevard Saint-Germain, where Diptyque opened its first boutique.

The Venise fragrance is inspired by the gardens of the Serenissima lagoon and envelopes the visitor in visual cues of the floating city.

Meanwhile, Miliès, a Greek village, has been imagined with traditional white, blue and ochre colours, and notes of fig trees. Visitors can also take away the decorative ceramic ovals that litter the Mediterranean-influenced space.

A small shelter made of natural cords houses the Byblos scent, which stands on a large stele made from hammered copper and filled with coffee to call up scenes from the Lebanese city.

Completing the tour of the new fragrances is the floral-laden Kyoto destination.

Birthplace of the ikebana, the art of flower arranging, the perfume is presented on pedestals and surrounded by a linen curtain where visitors can position their own flowers.

Diptyque's Orphéon fragrance

“The Grand Tour pop-up echoes the history of the maison, while focussing on the brand’s contemporary vision,” said Amanda Morgan, Diptyque’s UK Managing Director.

“Designed to celebrate Diptyque’s 60th birthday and showcase the brand’s creativity, the space is playful and original, hosting unique limited edition products and art pieces created by noted artists.”

The introduction follows Diptyque’s Orphéon product launch back in April, which paid homage to the sexagenarian brand’s jazz bar neighbour on Boulevard Saint-Germain.

What eventually became a hang-out for the brand's three founders, the namesake Orphéon scent honours the space by reinventing the atmosphere of the salon with dominating notes of cedar, vetiver and patchouli.

Customers will be able to visit the new London space until 3 October.

More from inside Diptyque's new space...




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