Fragrance retailer The Perfume Shop this week opened up The Perfume Bar - a ‘sensorial’ experience located in London’s Mahiki cocktail bar.
Open for three days from 24-26 May, the activation saw The Perfume Shop team up with Mayfair’s mixologists to create a bespoke cocktail menu inspired by best-selling scents.
Drinks included the Marc Jacobs Daisy Margarita and the Thierry Mugler Angel Colada.
Guests were also treated to sweet treats designed to activate the connection between taste and smell, such as orange blossom jelly shots and chocolate-coated coffee beans.
The pop-up experience was open to all fans of the brand, who could ‘apply’ for tickets online. Michelle D’Vaz-Plant, head of brand at The Perfume Shop, explained that the link between fragrance and food and drink was an easy one to make.
"A lot of the brands are using more edible notes now in their perfumes,” she said. “We know that our customers want something that they can wear that makes them feel very edible, which sounds strange but it’s a sensual thing.”
She added that the experience was designed to engage with a “broad spectrum” of people. "For us its really about bringing fragrance to everybody. Everybody has the right to wear perfume and we really want to talk to people in a way that they can feel excited and feel that it resonates with them."
D’Vaz-Plant, who has worked at The Perfume Shop for nearly 10 years, also said that while the retailer naturally speaks in terms of other labels, it is investing its attention on education when it comes to self-promotion.
"We’re 25 years on the high street next year and for us the focus is very much about education and expertise," she said. "We have the highest amount of trained experts in Europe in our stories and in our head office: these are people that are really passionate about perfume.
"We have a really strong internal programme [based] about how we educate our staff and how they then share that experience with the customer. For us that’s absolutely our kind of focus."