GOOD SCENTS: Jo Malone London opened the doors to its first global flagship store on Regent Street, London, Thursday night, with a host of exclusive products, elevated consumer events and bespoke packaging that are not available at any of its existing stores.
More than 1,300 square feet, the store echoes the aesthetic of the Jo Malone London townhouse headquarters at Rose Uniacke-designed 52 Gloucester Place.
A special “Artisan Studio” boasting a table modeled on one created by Uniake for the Townhouse, is situated at the back of the store, where shoppers can customize their purchases. An in-store master engraver and embosser can engrave candle lids and cologne caps, and the brand’s distinctive cream-and-black boxes can be embossed. There is also a set of stamps of British landmarks that shoppers can ink up and use to stamp their boxes. This will also be where illustrators and calligraphers work at customizing during special events.
In the main store, the full Jo Malone London Collection is available, including the new Mimosa & Cardamom scent, and there’s the first worldwide interactive fragrance combining bay, which recommends combinations of scents accompanied by beautiful floral illustrations by Michael Angove.
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In one window is a living garden with some of the brand’s favorite and unexpected ingredients. It was designed by Emma Coleman, who designed the Jo Malone London Psychic Garden in Bristol for the St. Mungo’s Broadway charity.
Exclusive to the store is a selection of nine colored caps, in shades from copper, red, rose, blossom pink, fuchsia, lavender, ice blue, spearmint and pale gold. There’s also a Scottish-made trunk of rare wood designed by Method Studio, which can hold 20 bottles of 100 ml. cologne and retails for 10,000 pounds (about $15,417 at current exchange).
By far the biggest draw among the exclusives is the return of some of the brand’s greatest hits in the Archive Collection. Scents including Vintage Gardenia, Ginger Biscuit and Elderflower & Gooseberry are among the nine fragrances reissued and available only at the Regent Street store for 89 pounds (about $137) for a 100 ml. cologne.