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Brief Published: 31 Jul 2012

Penhaligon’s Fragrance Garden at Harvey Nichols, London


British perfumer Penhaligon’s has transformed the Fifth Floor Terrace at upscale department store Harvey Nichols in London for the launch of its new fragrance, Peoneve.

Penhaligon’s has created a multi-sensory garden at the Knightsbridge department store, serving cocktails and desserts inspired by the fragrance’s notes.

Traditional garden furniture contrasts with oversize peonies and laser-cut insects in the innovative rooftop space, which is designed to evoke the essence of an eccentric English garden in high summer. In a further theatrical twist, one of the drinks – the gin-based Penhaligon’s Peony Punch – is served in a five-litre Penhaligon’s perfume bottle for six people to share.

Penhaligon’s is not the only English perfume house to create a relaxing, recreational space for consumers. Originally featured in our report Future Stores: Brand Hubs and Product Playgrounds, Miller Harris launched the Fragrant Tea Room at its London flagship, offering a menu of teas and cakes infused with the brand’s signature scents.

For more on the evolving use of scent as a new, immersive mode of storytelling with plenty of relevance to retailers, see Vision report: Scenting the Scene.

Stylus’ latest report Olympic Pop-Ups delivers a round-up of how brands are making their mark with innovative pop-ups across the UK capital this summer.


Harvey Nichols

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