Diptyque is celebrating its 34 Bazar Collection in the U.S. with an experiential pop-up shop in Brooklyn.
On Thursday evening, a seven-vignette space made its debut at The Invisible Dog on Bergen Street in Cobble Hill. It encourages guests to interact with product in a fresh way for the 55-year-old company. The pop-up has a dedicated retail space that will sell the French brand’s 34 Collection of candles, fragrances, decorative objects, stationery, room sprays and fabrics.
But the main attraction is in the décor.
A dramatic candlelit wall showcases Diptyque’s hand-blown glass candle holders (and pillared candles), and an “Olfactory Factory” installation has seven “rooms” that feature a scent and corresponding sensory component. Each station is adorned with specific patterned wallpaper that corresponds to the packaging of the fragrance. This includes the latest addition to the Essences Insensees range, the $180 Rose de Mai inspired by a field of May Roses in Grasse, as well as Osmanthus, a $200 eau de parfum derived from incense and the white Asian flower its named after. Both will launch at the Bazar.
“We wanted to find a space to present [this]; it’s a way to pay tribute to what Diptyque was in the Sixties, this idea of ‘bazar chic,’” said Myriam Badault, creative director of Diptyque, adding that the name of the collection comes from the address of the brand’s first boutique on Boulevard Saint Germain in Paris that opened in 1961.
Collection 34 began as a project for Diptyque’s 50th anniversary in 2011, Badault explained, and has since evolved into a full, multicategory collection.
She added: “The idea [behind Collection 34] was to create a fragrance that captured the scent of the store on Saint Germain. It was very a funny process because usually people don’t want to capture the scent of a space.”
From there, the brand decided to make the collection into a creative laboratory to test out different projects — such as the Bazar, which will be open through Sunday night (the retail component will remain in the space through the end of December).
In addition to the new fragrances, a selection of pouches, totes and pillow covers fashioned from three, exclusive printed fabrics are for sale — and woven throughout the pop-up. A Fabric Selfie Wall projects these colorful patterns onto a lit wall and encourages guests to take their pictures in front of it, and a Coloring Wall features the prints in black-and-white and has markers on-site so people can decorate the wall.
This is the latest effort in building U.S. Awareness for Diptyque, according to Fabienne Mauny, global brand president, who said the brand went from operating three freestanding doors here in 2011 to 18 by year’s end.
“The decision we made a while ago to open our own stores was the beginning of the development of this market in a completely new way.
We wanted to explain who we are in our own spaces, in our own decor and with our own stuff,” Mauny added. “It made the brand more recognized, more understood.”
The brand is experiencing significant growth. Mauny contended that freestanding retail doors — of which there will be 40 by yearend — will see 25 percent growth this year. Sales with wholesale partners (there are 1,000 points of distribution globally) will see a 20 percent increase this year.
Diptyque’s revenues last year were said to be more than $40 million and industry sources project sales of more than $50 million.