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The first House of Viktor & Rolf fragrance shop-in-shop in the U.S. is slated to open Sunday at Saks Fifth Avenue’s Manhattan flagship.
This story first appeared in the April 4, 2014 issue of WWD. Subscribe Today.
The 147-square-foot space is intended to showcase all Viktor & Rolf fragrances, including the now-launching Bonbon, noted Alexandre Choueiri, president of International Designer Collections for L’Oréal USA, which holds the Viktor & Rolf fragrance license.
“It was a collaborative effort with our creative design teams to design a space that expresses the Viktor & Rolf spirit within the Saks Fifth Avenue protocol,” said Deborah Walters, senior vice president and general merchandise manager for cosmetics, fragrances and intimates at Saks Fifth Avenue. “The shop represents glamour, provocative couture and elegance.” Bonbon, which rolls out this week at Saks, is also expected to do well, she said. “[Our customers react to] the unexpected, highly creative, unique interpretation of femininity and the complexity of the creative to exert contradiction in the spirit of each fragrance. And, most importantly, they create amazing fragrances with unexpected combinations of ingredients.” Bonbon’s bow-shaped bottle is both playful and strong, said Walters.
Located at the front of the retailer’s Fifth Avenue flagship, the shop-in-shop’s neighbors include Chanel, Hermès and Cartier. Color cues take their lead from the fashion side of the brand, noted Choueiri.
“Customer experience was a priority, and we added a sense of fun, whimsy and theater to the space,” added Walters. “A few examples are the whimsical and elaborate Carousel of Bonbon bottles in a constant circular rotation, the elaborate and interactive wrapping station that includes a personal touch from V&R with their wax seal, and the incorporation of value and engagement through a beautiful ‘Re-fill’ station in the heart of the shop.”
The retailer has long seen success with the Viktor & Rolf fragrances, said Walters. “Flowerbomb continues to hold the distinction as our number-one volume, single women’s fragrance launch at Saks Fifth Avenue,” Walters said of the fragrance, which launched Stateside at Saks in 2005. “Viktor & Rolf continues to be a very important designer fragrance brand at Saks.”
In addition to prime positioning in the new shop-in-shop, Bonbon will get addition support in the form of “an extravagant window and interior visual statement” from April 10 to 23 and a Viktor & Rolf personal appearance on April 17, said Walters.