To celebrate its 60th year in the fragrance business, luxury French house Diptyque is carving out a space for itself within Selfridge’s Corner Shop. For four weeks, the brand will be offering an immersive experience that encompasses the brand's history and turns in-store destinations into inspiring cityscapes. Drawing from the scents of the Grand Tour collection, the brand is channeling the qualities of European and Asian cities; the city of Paris, for example, is represented by a romantic hot air balloon and illustrated paper sheets reference the location where the brand first opened its boutique.
After extended periods of time at home, people are craving a sense of escape and brands are delivering travel-themed experiences to provide new sensory experiences.
Immersive Cityscape Shops
Diptyque Created Travel-Themed Experiences in Selfridge’s Corner Shop
Trend Themes
1. Travel-themed Experiences - Brands are creating immersive experiences that transport customers around the world, adding value through novel sensory stimulation.
2. Immersive Retail - Retail brands are extending the shopping experience by creating live action environments, encouraging deeper product engagement and customer interaction.
3. Celebrating History - Brands are utilizing historical milestones as an opportunity to create exciting new in-store experiences, driving customer engagement and brand loyalty.
Industry Implications
1. Luxury Fragrance - Luxury fragrance brands are leading the way in creating immersive retail experiences and driving sales through story telling.
2. Retail - Retail brands are looking to build engaging in-store experiences that create novel ways of interacting with products and boost in-store sales.
3. Travel and Tourism - Travel and tourism brands can leverage their unique selling proposition to create sensory travel-themed experiences that engage customers and drive brand loyalty.