Stepping inside the doors of Maison Diptyque, the new immersive space located at 107 New Bond Street in London, you will understand exactly why the luxury French perfume brand has described it as ‘its most astonishing boutique’ to date. The 400 sq m concept store is the sister location to a second Maison, recently opened at 7 rue Duphot in Paris. Each evokes an architectural setting fit for a ‘Parisian aesthete’, with no detail too small to be celebrated and no corner left unconsidered. (I was fortunate enough to preview both locations over the past few weeks, and found myself wanting to move right in, immediately getting lost in their respective charms.)
On the surface, Diptyque needs very little introduction. It is probably best known for its home-fragrance candles, and perfumes, and instantly recognisable black and white oval-shaped branding with ‘dancing letters’ that can be found in the most discerning of homes the world over. But, both of these new Maisons invite the visitor to discover the entire world of the brand in great depth, allowing the trajectory of its story, both past and present, to be told in full.
