Jo Malone London to blossom in Bloomsbury with new UK pop-up

The luxury perfume brand is taking over Victoria House in central London for a fragrance retail experience

Image: Jo Malone London

Luxury perfume brand Jo Malone London will be opening a spring-themed pop-up in central London to showcase its limited edition Blossoms collection.

From 29 - 30 March, the Estée Lauder-owned company will be taking over Victoria House in Bloomsbury to introduce consumers to the art of fragrance.

An immersive light and sound display will showcase the concept throughout the venue and visitors can try marbling to create a unique box as well as learn about the process of glass tinting.

General access to the activation is complimentary and VIP tickets (RRP £25) include two fragrance masterclasses with master perfumers.

Large scale immersive experiences have become a popular marketing tactic for the brand in recent years.

In September, the company created a scaled down model its Georgian townhouse headquarters for a six month pop-up in Heathrow airport and encouraged shoppers to play a digital game – stepping inside one of the oversized, branded gift boxes.


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