Here's everything you need to know about Liberty's new luxury fragrance lounge

Following the successful launch of LBTY in October 2023, London-based department store Liberty is continuing to solidify its position as "the ultimate destination for the finest and most distinctive fragrance offerings globally" with a new, first-of-its-kind fragrance destination.

Situated on the lower ground floor, The Fragrance Lounge represents a "significant departure from the conventional retail landscape in Central London" with a unique concierge desk service designed for guests to discover fragrances based on olfactory family rather than brand.

Like a quiet spot in a favourite hotel or members’ club, the space invites shoppers to indulge, linger and explore upon its opening on 15 March.

Natalie Gueselli, Head of Commercial at Liberty, said: "We wanted the space to not only be about selling perfume – this is for the joy and love of scent, how it makes us feel, and the memories it brings.

"Fragrance is not only a luxury purchase, but scent is our most emotive human sense that connects deep within ourselves and each other. There is something for everyone in our edit, with every detail finessed – from the art installation to the luxury private suites and how the fragrance concierge team helps you find your signature scent in a way that only Liberty can."

What to expect from the luxury fragrance experience

Upon entering The Fragrance Lounge, guests will find the concierge, featuring an edit of fragrances from across the whole store.

Once at the desk, they will be greeted by the concierge team, who will introduce them to the various scent families. Terracotta vessels hold the scent for customers to experience the fragrance dry down, with raw ingredients displayed in sculpted glass vials as part of the fragrance discovery journey.

The concierge team comprises "highly skilled" experts hailing from diverse backgrounds, including unexpected industries such as hospitality and fine dining. This thoughtful selection process hopes to "redefine the conventional sales experience", harnessing skill sets in mixology and flavour profiles that can be applied to the art of fragrance service.

Consumers will also have the opportunity to pre-book appointments online for either 30 minutes or an hour with one of Liberty's resident experts.

These sessions may include a guided tour of the space, highlighting features such as the bespoke Noseum art piece (pictured above) by sculptor Tasha Marks, while showcasing the array of scents available for exploration.

In addition to the concierge counter, guests can explore an assortment of brand counters from around the world, including a mix of renowned and disruptive brands such as Liberty’s own LBTY, Ex Nihilo, DS & Durga, Guerlain, Matiere Premier, Perfumer H, and Vilhelm Parfumerie.

The space will also showcase a global exclusive from Gucci, spotlighting the luxury brand's most high-end collection, Alchemist’s Garden.

To enhance the service further, guests will have the option to step into one of Liberty's private suites for a personal consultation experience too.

The launch of The Fragrance Lounge comes as Liberty continues to invest in the beauty category and only further enhances its fragrance offer on the back of exclusive launches like BIBBI Parfum and LBTY last year.

Once launched, fragrance sales are expected to increase by 35%, according to the retailer, with this category now occupying space across two floors, rather than one on ground level.

Rhea Cartwright, Head of Beauty at Liberty, said: "Our primary goal was to create a space that made the often intimidating world of fragrance feel welcoming and inclusive.

"Although the most intimate and sensual beauty category, the traditional retail experience can feel cold and clinical. Leading with service and a sprinkle of Liberty magic, we have put the customer at the heart of each decision.

"We are known globally for our exceptional fragrance edit and The Fragrance Lounge is a milestone moment in our business to truly deliver the scale, service proposition and brand offering we believe the category truly deserves."