Fragrance Lab x Selfridges

FRAGRANCE LAB - An exploration into the outer reaches of scent.

Can the essence of a person be captured in a scent? That is the question Selfridges will answer in May, when it launches an immersive fragrance experience in partnership with trend forecasting consultancy The Future Laboratory, international design studio Campaign and perfumers from Givaudan.

In residence at the prestigious Concept Store in Selfridges from 1 May, Fragrance Lab will take visitors on a multi-sensory journey leading to a personalised perfume crafted by Givaudan. ‘It’s an exploration that helps you to discover the essence of yourself and imagine how your personality, your mindset, your preferences, your behaviour could be distilled into a scent,’ says Chris Sanderson, CEO of The Future Laboratory.

A profile of each guest will be created as guests venture through a series of interactive areas. ‘It is possible to select the design packaging as well as the fragrance that is absolutely right for them,’ says Sanderson. During the experience, guests will also have the opportunity to explore Selfridges’ renowned windows, a first in the store’s 105-year history.

Fragrance Lab will launch as part of Selfridges’ Beauty Project, a six-week event which Selfridges describes as an ‘exploration of the definition of beauty and what it means in today’s society’. The project will encompass talks, workshops and in-store services centred around six key themes, including Men and Beauty, Age and Beauty, and Androgyny and Natural Beauty.

© James Maiki