New York perfume company, Kierin NYC, is launching its brand in the United Kingdom, with a launch and London popup slated for this week.

Kierin NYC, a fragrance house born out of New York, is expanding into the United Kingdom with an official launch. Targeting urbanites and promising a disruptive tackle, the campaign will entail the introduction of a popup at London’s Boxpark Shoreditch and feature a digital in-store experience.

Scheduled to open on 10 April, said retail space aims to afford visitors a theatrical shopping experience. Customers who purchase a 50-ml purchase item can expect to design their own label on an interactive graffiti wall. Each one will be printed onto his or her scent of choice for personalisation.

Meanwhile, in a UK industry first, Kierin NYC influencers will on 9 April see their bespoke bottle designs content-streamed in real-time onto the 51 bus shelter Shoreditch sites of JC Decaux, along with their social handles. The move offers their followers a firsthand look at the latest collection.

Kierin NYC products are vegan-based and recyclable. The first four variants from its lineup include the Nitro Noire, Sunday Brunch, 10 a.m. Flirt, and Santal Sky. Available online, the collection can also be found at Feel Unique, ASOS, Fabled, Harvey Nichols, Next, and The Perfume Shop.

“Ours is a participatory, multi-sensorial approach. As a modern and digitally-driven perfume house, we are constantly looking for fresh ways to use technology. Community is at the forefront of our thoughts and plans for the future,” said Mona Maine de Biran, Co-founder and President, Kierin NYC.

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