Experimental Perfume Club joins line-up at Seven Dials
Experimental Perfume Club has opened its first ever ‘lab-boutique’ at 53 Monmouth Street in London’s Seven Dials shopping district.
Spanning 550 square feet, the space serves as a flagship store for the brand and as a place where shoppers can explore and create their own fragrance. It will also hold a range of workshops and one-to-one appointments and play host to private groups and corporate events when Covid restrictions are eased.
Founded in 2016 by classically trained perfumer Emmanuelle Moeglin, until now Experimental Perfume Club has hosted visitors at its working lab space in East London. In addition, it has a brand presence at Selfridges and Harvey Nichols.
The Monmouth Street store will also stock the brand’s own scent collection, which is created in-house using ingredients selected from around the world.
Moeglin said: “Our ethos at Experimental Perfume Club is to bring the art of perfumery to the general public, so having an inviting physical environment in a central part of London is crucial. Our new home and flagship in Seven Dials will allow us to grow and expand our educational and experience-led operations, amongst a like-minded and tight-knit brand community. We are thrilled to have the exposure to new audiences from this Monmouth Street location and very excited to connect with more perfume lovers in this space.”
The launch of Experimental Perfume Club coincides with the re-opening of non-essential retail across Seven Dials. Other recent additions to the district include Colourfield, So Just Shop, They Made This and Stretch Inc.
Samantha Bain-Mollison, retail director at Shaftesbury, said: “Experimental Perfume Club’s lab-boutique gives visitors the opportunity to have a one-of-a-kind in-store experience and to walk away with a bespoke and personalised product, and it is this sense of uniqueness which really resonates with the Seven Dials community. It is brilliant to have another independent brand select Seven Dials for its flagship, and we look forward to working together to build up this important bricks-and-mortar element of their business.”
