Floral Street unveils latest fragrance as it opens new pop-up

Floral Street has launched a new fragrance inspired by Van Gogh's Almond Blossom 1890 masterpiece.

The Sweet Almond Blossom fragrance has been crafted in collaboration with the Van Gogh Museum in Amsterdam, creating an ethereal eau de parfum where "fine art meets fine fragrance".

Michelle Feeney, Founder of Floral Street, said: "Van Gough's art resonates with so many people around the world and my personal connection to this masterpiece has enabled me to reset and evolve my blue-sky thinking. To express his uplifting Almond Blossom masterwork in fragrance is a massive gift."

The new fragrance is a fruity, floral gourmand scent. It opens with pink pomelo, passion fruit and mandarin, with apple blossom at the heart and hints of matcha tea, vanilla pairs, tonka bean and sandalwood.

The Sweet Almond Blossom fragrance develops Floral Street's partnership with the Van Gogh Museum, having previously also launched a scent inspired by the artist's Sunflowers masterpiece. Each bottle design reflects the artwork it takes inspiration from.

To celebrate the fragrance launch, Floral Street is bringing an immersive retail space to London from 29 June to 2 July.

Located at 42 South Molton Street, the pop-up will allow visitors to experience the brand's new scent, as well as its other fragrances.