Diptyque's flagship set to undergo a floral makeover for Chelsea in Bloom

Luxury perfumer Diptyque is set to transform its Sloane Street flagship store into a floral haven, which references its Parisian roots, in anticipation of the floral art show Chelsea in Bloom.

The show, which is London’s largest flower festival, sees immersive floral art installations transform the neighbourhood of Chelsea. Each year, the Royal Horticultural Society picks a theme, this one being "Flowers on Film".

Passersby can expect to see flowers bring to life characters and storylines that have graced the big screen. Diptyque’s maison, for example, has interpreted The Parisian Garden from the film Amélie.

Diptyque's flora display nods to France's capital city,  Paris, from the Windmills Café to St Martin's canal. From 22-28 May, the store will bloom into a classic brasserie with an array of beautiful flowers adorning the shop front. The olfactory brand will showcase its assortment of fragrances to elevate the story and enrich the senses.

Visitors to the store can explore exclusive experiences occurring during the week-long activation. Shoppers can immerse themselves further into the film's plot with the on-site photo booth. What's more, an engraver will be present on 25, 27 and 28 May to create personalised gifts.

Amanda Morgan, Managing Director of the UK at Diptyque, commented: "We are very excited to participate in Chelsea in Bloom for the second year. Last year we opened a pop-up to introduce ourselves to the local neighbourhood, which received a tremendous reception from the local community and visitors. This year, we are even more thrilled as it’s the first time using our permanent flagship boutique to fully showcase our quintessential Parisian personality through our iconic floral scents and inspirations."

Last year, Diptyque's display formed one part of 2022's theme for the flower show, which was "British Icons". The star of the show, however, was the decorative tea sets that lined the top shelf of the store's interior, paying homage to the Thé / Tea candle.

Just last week, Diptyque launched its latest fragrance Eau Nabati. Developed by the renowned perfumer Fabrice Pellegrin, the new eau de parfum captures "the essence of a lush and green oasis in the middle of the vast desert".