Inside Harvey Nichols’s Fragrant New Perfume Emporium

Your new signature scent is just a sniff away...

18.2.2020

Your new signature scent is just a sniff away...

Your new signature scent is just a sniff away...

Our sense of smell is said to be the most powerful of all five of our senses, which is perhaps why Harvey Nichols in Knightsbridge has dedicated an entire room – aptly named The Fragrance Room – to all things scent. Following hot on the heels of the fourth floor beauty emporium unveiled in September 2019, the latest reason to visit the department store, which opens this week, is home to over 100 different fragrance brands, from Serge Lutens and Maison Francis Kurkdjian to Kilian. Expect to find the familiar names of the perfume world, in addition to a library of “new, niche and groundbreaking” brands, as the store’s vision of beauty dictates. © ED REEVE It makes sense for department stores to create more expansive, dedicated areas for perfume, to offer customers something extra in a bricks-and-mortar shopping experience. Fragrance is one of the trickier beauty items to buy online – you can’t smell it, after all – so it’s a smart move on the part of retailers to elevate the experience, and encourage customers to pay an IRL visit. Read more: The room features a sensory fragrance “disovery” wall, where customers can learn about different fragrance families through immersive experiences, workshops and interactive events, through which they’ll have the chance to meet brand founders and perfumers. © ED REEVE “Fragrance is a significant part of our business, and while we have outgrown the current area, we are fortunate enough to move to a space double the size,” Jo Osborne, director of beauty and concessions at the store says. “The new department allows us to offer some of our bestselling brands an opportunity to create their own boutique space, and the rest of the department to curate unique and fine fragrances from across the world, which we know our customers will love.” Happy shopping. More from British Vogue: All products featured on the website are independently selected by our Editors. However, when you buy something through our retail links, we may earn an affiliate commission. Read more: British Vogue

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