"Fragrance Lab brings both experiential retailing to the heart of our store and a wonderfully creative way to celebrate fragrance." - Linda Hewson, Creative Director, Selfridges
For the first time, customers are able to enter the iconic Selfridges windows and take part in a multi-sensory, meaningful fragrance experience. This new retail experiment based around customer habits, preferences and tastes, as well as their physical interaction, exemplifying how brands can use retail experiences to develop a personalised service or product.
In the future, brought forward with Fragrance Lab, browsing disappears and an alternative to both in-store and online shopping emerges. Customers don’t choose from a product selection, the product is created to suit them. The customers end the journey with a fragrance created by Givaudan perfumers, industry-leading sensory experts, that reflects their experience in the space.