Diptyque design their own flagship spaces from Paris. This was an invitation to work with them on something different: a pop-up concept that let us express another side of the brand, using materiality you would not normally associate with a luxury fragrance house.
“It looked almost permanent, but it was only there for a short time. That balance was the whole idea.”
We chose Mayfair deliberately, an accessible, high traffic location surrounded by members clubs and art galleries. The right neighbours signalled the right audience, and demonstrated a genuine understanding of who the Diptyque customer is.
We paired sensible materials, including raw plywood, with real statement pieces, so a temporary space felt considered and complete rather than provisional. Every magic moment was intentional: discovering new fragrances, learning the heritage scents, and choosing a postcard from the brand world to send to someone by hand, a deliberately tangible act in a digital age.
Downstairs, an event space hosted activations for the brand’s customer base. In the two weeks it stood, the pop-up reached a large audience and left a lasting impression, spreading virally in the most traditional way possible: word of mouth.
Two weeks, a lasting impression.