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Pop-up showcase: Guerlain at Selfridges

Fragrance brand Guerlain installed a pop-up in Selfridges beauty hall for 10 days, to reflect the spirit of exchange and conversation that typified founder Jacques Guerlain’s approach to his customers.

The feature allowed shoppers the chance to choose the look of their perfume according to their own tastes and desires.  Intricate ‘Bee’ bottles, collar knots, silk papers and engraving services were among available options.

Six bespoke units were created by Millington Associates to reflect Guerlain’s Paris boutique, with a mirrored arch taking centre stage. Two ‘cellars’ gave the impression that perfumes were being preserved in a space with controlled light and temperature.

A till unit, fragrance bar and engraving centre – all decorated in a vivid amethyst colour and trimmed with a brushed brass laminate – completed the scene.

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