With a long-standing relationship with AS Watson, owner of The Perfume Shop, rpa:group was tasked with creating a completely new look and feel for the Boutique environment — one that would deliver a unique tone of voice, standing visually apart from the traditional The Perfume Shop aesthetic, yet complementary in spirit.
The concept sees the store’s interiors feature a harmonious blend of high-end materials and rich textures. Anodised gold merchandising bays provide a sophisticated framework for product presentation, while textured wall finishes add depth and tactility to the space.
These are grounded by elegant marble floor finishes, delivering a sense of permanence and refinement. The design deliberately amplifies the boutique’s atmosphere, setting the stage for a more personalised and immersive customer journey.
The result is a luxurious, modern setting that speaks directly to discerning fragrance lovers and design-conscious shoppers.
The new concept has initially been launched with two new boutique stores, at London’s Brent Cross Shopping Centre and Lakeside Shopping Centre in Essex, and marks a significant moment in the evolution of the brand — one that positions it for continued innovation in an increasingly experience-driven retail landscape.
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