The Fragrance Shop has opened a "first-of-its-kind" experiential flagship on London's Oxford Street, just in time for Black Friday and the festive season.

The new 2,300 sq ft flagship aims to "set a new standard in fragrance retail", with interactive stations and innovative features creating "a sensory journey that transcends traditional shopping".

The space showcases a wider assortment of fragrances, providing "exceptional consultation and bolder navigation throughout the store".

It also features new 'Lift and Learn' displays, allowing customers to browse bestselling fragrances, access exclusive content, read community reviews, and discover more about the retailer's loyalty program, MYTFS.

The Fragrance Shop has also partnered with AI-guided scent creation platform EveryHuman to introduce a new 'Algorithmic Perfumery’ experience for customers to create personalised scents in-store.

The AI-guided machine allows users to create completely bespoke fragrances based on information they enter via a questionnaire. The information then feeds into a data system made up of 46 scent building blocks, which generates a corresponding unique scent profile.

Users can view the various ingredients inside each formula and decide if they’d like to purchase the products. If they’d like to go ahead, the machine creates three of their very own personalised fragrances on-site, in just over a minute.

Established in 1994, The Fragrance Shop aims to make mainstream and luxury fragrance affordable and accessible. With over 150 fragrance brands, the retailer operates over 200 stores nationwide.

The new flagship joins jewellery brand Pandora and fashion retailer Reserved in the new Oxford Street development - located opposite the Tottenham Court Road Elizabeth Line exit on Dean Street.