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Diptyque debuts new store concept as it opens New Bond Street flagship

Sophie Smith
09 May 2024

Diptyque has opened a new flagship boutique at 107 New Bond Street in London, taking over a large three-story apartment as the luxury brand introduces its new store concept, Maisons Diptyque.

The new concept debuts in London before launching in Paris later this month, with both stores marking the largest ever opened by the brand.

Part boutique, part cultural space, Maisons Diptyque blends the brand's emblematic creations with a range of artistic and cultural experiences, all housed in an architectural setting "reminiscent of the apartment of a Parisian aesthete".

Fabienne Mauny, Chief Executive Officer at Diptyque, said: "The launch of Maison Diptyque marks a new era for the brand, symbolising our commitment to broadening our national and international reach.

"Our new boutiques have been conceived as immersive locations that celebrate the art of living, Diptyque-style. As the world grows ever more digitalised, these spaces will stand out because they offer experiences that are exclusive, sensual, and intimate – in short, anything but standardised.

"They exemplify our dedication to expertise, as evidenced both by our own skills in the creation of perfumes and by those of the artisans and artists who contribute to our universe. Enriching the customer experience is central to this initiative – a reminder that when it comes to the conception of its boutiques, Diptyque remains faithful to its disruptive, poetic vision."

Maison Diptyque London

Maison Diptyque London aims to "breathe new creative life" into the historic location of Mayfair and is a testament to the luxury brand’s deep-rooted connection to the British capital, which is also the birthplace of one of its founders, Desmond Knox-Leet.

Upon entering the space, visitors are welcomed by the brand's complete collection of luxury candles and fragrances.

This is later complimented by a fragrance library, which boasts a full range of Diptyque's eau de toilettes, eau de parfums and perfumed hair mists. Each is displayed with an illustrated landscape inspired by the name of each scent, with the aim of encouraging customers to imagine a scented story even before they discover the fragrance.

A home fragrance salon then offers the opportunity for further scent exploration, while a 'salon of curiosities' boasts Diptyque's full decoration range, from candle holders to glazed ceramics.

Meanwhile, Diptyque's bath and body collection can be found in an expansive bathroom devoted to bathing rituals, promising a moment of "pure wellbeing and personal harmony" for visitors to enjoy.

Other areas include a second-life services area, where the brand's products can be refilled and recycled to give them a new and longer lease of life, as well as a space to personalise purchases with engraving or wrapping them in artfully folded tissue paper.

Guests can also benefit from other personalised experiences never offered by Diptyque before, including a candle customisation service, which allows shoppers to create their own candles from eight fragrances and 25 different decorations and finishes.

In addition, visitors can book a fragrance consultation to "take an intimate journey into Diptyque’s scented imagination", as well as creative activities at a large craftworker’s table and candlelit evenings, which will light up the Maison four times a year.

The flagship also boasts an 'ephemeral space', where "encounters, exhibitions and artistic experiences will come to life", welcoming customers to an ever-changing display of artistic and aesthetic surprises.

The space opens with Café Diptyque, marking the brand's collaboration with Café Verlet on a collection of classic candles. It will then host a celebration of Diptyque’s partnership with Villa Noailles, followed in September by an exhibition of the immersive, monumental pop world of sculptor Cyril Lancelin.

At the end of the year, Lucy Sparrow, a British contemporary artist, will then showcase her colourful felt trompe-l’œil creations at an pop-art-inspired Christmas market in November.

This area is complimented by a heritage gallery, which is an exhibition space showcasing objects from the Maison’s history, from the earliest bottles and candles to personal items and original drawings by its founders.

It also has its own signature candle designed to celebrate the store's atmosphere and history, as well as various decorations, allowing customers to "relive the Maison Diptyque London experience at home".

Amanda Morgan, Managing Director of Diptyque UK, said: "To continue Diptyque’s strong presence amongst the Mayfair retail landscape, having first opened our Brook Street boutique in 2009, we are excited to announce the arrival of Maison Diptyque onto the prestigious New Bond Street.

"More than just a flagship store, the new London Maison is a conceptual journey through the brand’s artisanal, cultural and architectural legacy. We are proud to call New Bond Street home to this very special milestone in the brand’s continual development and commitment to offering elevated and captivating luxury retail experiences for our community."

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