Le Labo takes over Shreeji Newsagents with London-exclusive scent
For five sensory-filled days, Le Labo is bringing its world of 'slow perfumery' to one of Marylebone’s most beloved institutions. Running until Thursday 17 April, the cult fragrance house will take up a temporary home inside Shreeji Newsagents, transforming the space into a scented sanctuary dedicated to its London City Exclusive: Poivre 23.
The takeover sees Shreeji, a longstanding cultural hub on Marylebone's Chiltern Street, infused with the warm, peppery notes of Poivre 23 - a fragrance created in 2008 as a tribute to the complexity and character of London. At this rare pop-up, visitors are invited to pause, step inside and experience Le Labo’s signature craftsmanship.
Born in Grasse and raised in New York in 2006, Le Labo has accumulated a steadfast following for its philosophy of creating unique sensorial experiences, rooted in slow perfumery. Le Labo, meaning ‘the lab’ in French, offers products across fragrance, home and hand and body creations.
As part of the collaboration with Shreeji, guests can pick up an exclusive UK edition of Le Labo Le Journal, offering an olfactive deep dive into Poivre 23 and its uniquely London roots.
Those who wander in won’t leave empty-handed. The fragrance brand is offering complimentary samples of its Eau de Parfum range throughout the activation, alongside a curated showcase of its full fragrance and candle collections. Just around the corner, the brand’s Marylebone boutique offers a chance to see the full blending ritual in action.
Back in September, Le Labo brought its cult-favourite fragrances to its first store in Leeds. The New York-founded perfumery, owned by The Estée Lauder Company, opened a 1,500 sq ft multi-story store on Queen Victoria Street.
The space reflects Le Labo’s distinctive New York City downtown aesthetic while honouring the Victorian-era architecture of the location. This sets the stage for the brand's unique, immersive experiences, where customers can engage with Le Labo's fragrances and create personalised, freshly blended perfumes.
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