Penhaligon’s Arts & Crafts Boutique, London
‘Jaunty Edwardian eccentricity’ is the inspiration behind English fragrance brand Penhaligon’s latest store, which opened last week on London’s Regent Street.
In creating the compact 50 sq m boutique, British designer Christopher Jenner has drawn on a kaleidoscope of historical decorative styles – from iconic English buildings to orientalism – that underscore Penhaligon’s 140-year heritage.
Ceiling roses inspired by the décor of London’s Westminster Abbey form part of a Tudor fretwork ceiling, while lighting fixtures reference the onion dome rooftop of Brighton Pavilion – the oriental-style palace built by George, Prince of Wales in 1787. Decked out with oak panelling, lacquered surfaces and antique furniture, alongside a bold colour scheme of purple and jade, the effect is comparable to a sumptuous, eclectic Edwardian drawing room.
Hand-laid mosaics and bespoke linen wallpaper lend a decadently crafted feel to the interiors. Perfume bottles are displayed in a honeycomb grid of individual glass boxes mounted on the walls.
Jenner told Stylus that he believes the bespoke features are a powerful tool for highlighting Penhaligon’s premium positioning, as well as the message that its fragrances are lovingly crafted. “Our ability to illustrate hand-craft [the essential element in luxury] within the brand experience strategically seeks to distance luxury brands from any perception of mass market”.
See Alluring Perfumeries and Scenting the Scene for more examples of the highly sensorial, artistic emporiums being crafted by leading fragrance brands. For more on Penhaligon’s store concepts, view our coverage of last summer’s pop-up fragrance garden at London department store Harvey Nichols and the opening of its Singapore flagship in September 2011.