Avery Fine Perfumery, a pint-sized boutique located on Mayfair’s Avery Row, will open its doors today, as will an Avery shop-in-shop in New York’s Limelight Marketplace.
The perfumery concept is the brainchild of Celso Fadelli, founder and chief executive officer of Padova, Italy-based fragrance distributor Intertrade Europe, who believes consumers are looking for scents with soul.
“People are looking for experiences and true things,” said Fadelli, adding that Avery Fine Perfumery product branding is kept to a minimum so that clients can appreciate fragrances for their juices rather than slick marketing materials.
Tucked in a tony alleyway across from a barbershop and a stone’s throw from a bustling pub, the London perfumery, which was designed by Lilian Driessen, marries quirky touches with high-tech elements.
Large birdcages encase windows, for instance, where fragrances rather than birds sit atop perches. (The idea for the store’s name and design hatched from people confusing its address — Avery Row — with the word aviary.) In another window, puffs of scent seem to emanate from a giant bottle of Nasomatto fragrance, thanks to a digital screen. The “spritz” responds to movements outside the window, so people on the sidewalk can direct its flow.
Inside the 129-square-foot space, customers are greeted with a twittering soundtrack and a flock of bird-related details. Animatronic flowers with feathers in the place of petals bloom once they detect motion, for instance, while oversize birds appear on wallpaper. Giant brass claws were added to a rococo chest of drawers, which acts as the boutique’s display unit.
“We wanted to show just a few bottles,” said Fadelli. “People can sit down and enjoy trying real perfumes and really [take in] the content of the bottles.”
The store’s lineup includes Profumi del Forte, Morgane Le Fay, Boadicea the Victorious, Stilly, Carthusia, Profumi di Firenze, Nez a Nez and Boellis. Scented candles by Hype Noses are displayed under bell jars on one side of the store.
According to industry sources, the Avery Row store could generate retail sales of 300,000 pounds, or $433,337 at current exchange, between June and December.
Avery’s New York outpost will offer a flavor of the London boutique, and other openings may be on the horizon. Fadelli, however, doesn’t plan to take a cookie-cutter approach to widening the concept’s reach.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast