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Diptyque has unveiled a new expansive retail concept store called Maison Diptyque.
The concept store is located at Rue Duphot on Paris’ Right Bank, with more than 4,000 square feet and twelve spaces showcasing the entire range of products from the luxury Parisian house.
According to the brand, the new concept store format is “to highlight the experiential side” of the brand.
Maison Diptyque: Redefining Luxury Retail Experience
Maison Diptyque integrates product discovery and customisation corners, pivotal to its revamped format, as part of the brand’s premiumisation strategy.
This strategic shift aims to forge deeper connections with clients and offer tailored services, enhancing the shopping experience.
By prioritising personalised interactions and bespoke offerings, the concept store elevates its status as a purveyor of luxury fragrances and objects.
Fabienne Mauny, the brand’s Chief Executive Officer, said, “The inauguration of Maisons Diptyque marks a new stage in the influence of our brand in France and internationally. We imagined these new stores as immersive destinations celebrating the art of living à la Diptyque.”
She added, “In an increasingly digital world, our spaces stand out by offering exclusive, sensorial, and intimate experiences, far from standardisation. They illustrate our attachment to know-how, whether it is ours in the creation of perfumes or that of the artisans and artists who participate in our universe.”
Returning to Diptyque’s Roots
In keeping with Diptyque’s heritage, Laurence Semichon, Senior Vice President, emphasises the brand’s return to its roots.
Founded in 1961 as a stylish shop on Parisian Boulevard Saint-Germain, Diptyque began as a collaborative project between three creative minds.
Christiane Montadre-Gautrot, an interior designer; Desmond Knox-Leet, a painter; and Yves Coueslant, a theatre director and set designer, offered a unique blend of interior textiles, fabrics, decorative objects, and travel finds alongside their now-famous candles and perfumes.
Therefore, Diptyque’s legacy lies in cultivating immersive experiences for its customers. The store transcends mere retail spaces, becoming vibrant hubs for artistic exchange.
Celebrating Art and Innovation
Besides that, this immersive concept store will showcase spaces like the ‘Espace Éphémère,’ devoted to gatherings, exhibitions, and artistic experiences. This area is curated in collaboration with Sarah Andelman, the visionary founder of the iconic concept store Colette.
Laurence Semichon also has outlined plans to spotlight three to four collaborative projects annually. This initiative starts with a staged café experience in partnership with historic Parisian roaster Café Verlet.
Notably, Diptyque recently launched a series of gourmand candles inspired by Café Verlet’s menu. Following the café collaboration, Diptyque will host an event celebrating their long-standing partnership with the Villa Noailles Contemporary Art Center in Hyères.
Moreover, a designated workshop space allows clients to dive deep into olfactory properties and gift-wrapping. There will also be special sessions dedicated to kids.
In a bid to deepen the narrative experience, a dedicated heritage gallery enriches the storytelling within the store. Curated by the esteemed Agence NC, led by scenographer Nathalie Crinière, this space showcases Maison Diptyque’s evolution through its earliest bottles, candles, personal artefacts, and original sketches by its founders.
A Sensorial Exploration of Maison Diptyque
Other highlights include a corner dedicated to Diptyque’s decoration collections, such as limited series artisanal pieces.
On the other hand, the ‘Le Jardin Imaginaire’ area brings an outdoorsy touch thanks to the work of Parisian florist Stéphane Chapelle, who will curate sets and arrangements changing according to the seasons.
On the first floor, a cosy environment marked by a marble fireplace, oak shelves, oversized armchairs, and plush wool carpets displays the brand’s home offering; a perfume library lines up the whole range of personal fragrances. Added to the touch, an Art Deco-inspired bathroom replete with a large bathtub showcases the bath and body range.
Additionally, a corner dedicated to breathing new life into products aims to express the brand’s commitment towards sustainability. Here, guests will be invited to extend the lifespan of their Diptyque products by recharging them, with a refill service currently available for 15 of the brand’s fragrances, solid perfumes, candles, as well as home or car diffusers.
On top of that, additional services offered at the store will range from creating customisable candles and presenting shoppers with more than 200 possible combinations of scents and finishes to one-hour personal consultations with a perfume expert.
Maison Diptyque: A Parisian Legacy
In essence, Maison Diptyque isn’t just a concept store; it’s a sanctuary for the senses, a haven where the boundaries between the tangible and the ethereal blur.
Here, patrons are not mere consumers but co-creators of their own olfactory odyssey. It’s a testament to the brand’s unwavering dedication to excellence and innovation, where every detail is meticulously curated to evoke emotions, inspire creativity, and nurture a profound sense of belonging.
The exact format of the concept store is also scheduled to be opened in London’s New Bond Street on 8th May.
Discover more about the Diptyque by visiting its official website, www.diptyqueparis.com/en_uk.
