Diptyque to open new festive pop-up in London
Luxury fragrance brand Diptyque is opening a new pop-up within St. Pancras International Station to celebrate its limited-edition holiday collection in collaboration with British felt artist, Lucy Sparrow.
The space, situated directly in-front of the Eurostar Departures, sees the Sparrow's festive felt wonderland concept come to life, bringing a "vibrant" and "enchanting" customer journey to St. Pancras until early January 2025.
Bringing a quirky aesthetic to the festive season, the pop-up will draw inspiration from the creative spirit of Diptyque and its founders’ fondness for the playful use of materials.
Alongside the house’s artisanal heritage, Sparrow brings her distinctive artistic approach that blends craftsmanship, eccentricity and a pop art aesthetic to the space, with a giant Diptyque-branded needle sewing the customer’s journey onto the floor, creating a weaving pattern throughout the space.
The brand's festive range will be available to purchase at the pop-up, including limited-edition scented candles, candle lanterns and fragrances, as well as core hero products.
Amanda Morgan, Managing Director at Diptyque UK, said: "To continue our commitment of creating surprise and delight retail moments throughout the calendar year, we are excited to announce our exclusive Holiday Pop-Up at London's St. Pancras International Station this season.
"With enchanting surprises, festive gifts and fairytale decorations, Diptyque promises a magical journey to the very heart of the festive season. We are excited to welcome existing customers and new visitors in the area, where the enchanting and delightful retail concept moment will symbolise the start of the exciting holiday period."
The partnership will be further supported by Diptyque's exclusive Ephemeral Space at its New Bond Street flagship store, which also plays host to Sparrow's festive felt creations.
It follows the opening of the brand's new store concept at 107 New Bond Street in London earlier this year, taking over a large three-story apartment, as well as in Paris, with both stores marking the largest ever opened by the business.
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".
Read more about the vision behind Diptyque's new store concept here.
