The distinctive new concept reimagines the in-store experience, with an elevated design language, while remaining authentically rooted in The Perfume Shop’s trusted retail heritage.
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.
An Immersive, Premium Retail Experience
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.
Showcasing the Niche and the New
The Boutique format has been strategically developed to showcase Niche perfume brands — many of which are not typically associated with The Perfume Shop. This curated approach allows for a deeper storytelling experience around each fragrance and fosters a closer connection between customer and product.
Creative Vision Meets Operational Excellence
From initial concept to final implementation, rpa:group’s Design Studio led the creative direction, design detailing, specification, and design management. The close partnership with The Perfume Shop’s retail delivery team, ensured that the design vision was not only inspirational but also operationally sound, and aligned seamlessly with The Perfume Shop’s customer-first ethos. The result is a luxurious, modern setting that speaks directly to discerning fragrance lovers and design-conscious shoppers.
Looking Ahead
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.
