The Perfume Shop unveils experiential Sheffield concept store

The retailer's Meadowhall store will target millennials with a focus on helping consumers discover new scents

A.S. Watson-owned retailer The Perfume Shop is opening the doors to its new experiential concept store in Sheffield, UK, aiming to offer customers a creative and innovative fragrance experience.

Located in the Meadowhall shopping centre, the store will focus on perfume 'self-discovery', designed to appeal to millennial consumers and help them discover the right fragrance for them.

Features include a central play table, an interactive perfume wheel with scented sensors designed to engage the senses using touch and feel as well as smell, and a variety of scented funnels with iPads.

Customers will also be able to visit the store's personalisation area, where they can decorate their perfumes with diamantes, initials, gems, ribbons, pearls, bows and charms, as well as gift wrapping and engraving services.

Gill Smith, Managing Director at The Perfume Shop, said: “We’re so excited to launch our first ever concept store with sensory experiences to help customers discover a new way of choosing perfume.

“The store experience encourages customers to browse perfume in a new, innovative, interactive way, putting our expert’s knowledge at the forefront, with technology and fun at the core of the sensual experience.”

Inside, the store will feature an 'Instagrammable' chandelier made from old perfume bottles, in a bid to highlight the company's recently launched in-store recycling service, which allows consumers to return their old bottles and receive 10% off any fragrance purchase.

To celebrate the opening, The Perfume Shop is offering free goody bags for the first 50 consumers to make a purchase from 10am at the store's opening on 19 September.

Meanwhile, the week of the launch will also see a series of events and activities celebrating fragrance, including personalisation parties and expertise sessions.

Smith added: “We can’t wait to welcome our loyal and new customers and help them to reminisce and evoke their love of perfume.”

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