Whatever the extent of your fragrant knowledge or preferences, whether you’re a bit overwhelmed by the sheer volume of smelly choices out there or enjoy revelling in that veritable wealth of options, the new Liberty Fragrance Lounge is now officially open and dedicated to helping anyone on a perfumery quest, whether they’re searching for a signature fragrance, a new love, or something for a special occasion. If you want to spritz, they’re on hand like Glinda the Good Witch to help you navigate your way.
The dedicated concierge service is housed in the lower ground floor (nestled next to the dog grooming salon) and features a Noseum wall artwork decorated with 3D printed noses by sculptor Tasha Marks of perfumers as well as Liberty staff and customers – some of them are fragranced for a bit of interactive nosiness. The perimeter of the salon is lined with some of the best brands in the business including Guerlain, Ex Nihilo, DS & Durga, Matiere Premier, Perfumer H, Gucci, and Vilhelm Parfumerie all showing their wares – as well as Liberty’s own LBTY range. There’s also a central counter which showcases a fragrance edit derived from all the brands sold at the store and organised and displayed around fragrant types to help it easier to navigate.
If you’re not sure exactly what fragrance types you’re drawn to then the concierge team have a little game of ‘Perfect Day’ cards you can play – do you go for the sweet trolley or the cheese plate, are you a maximalist or a minimalist, early bird or night owl etc – to help to narrow things down. They’ll ask what your favourite fragrances are. And then, your personal guide will present you with a selection of possibilities and sit down with you – on very plush armchairs – and talk them through complete with lots of vivid storytelling to bring them to life; and they’ll keep going until you find the one (or the one for right now). There are also private suites you can retreat to for your smell-fest which are ideal for couples looking for something for a wedding day or other ‘Big Life Events’ with possibilities to engrave bottles too.
Now, of course, you can just for a wander and explore with fragrances helpfully grouped for your perusal, but for official help there’s a charge of £35 for Signature Scent Discovery session, and the Wedding Scent Discovery will set you back £50 for an hour.
The Liberty Fragrance Lounge, Liberty, Regent Street, London W1. Appointments can be booked online here.
Photography courtesy of Liberty London.
