If Chanel No. 5 is the ultimate in luxury women’s fragrances, then Selfridges, which celebrated its centenary in 2009, is surely one of London’s most iconic luxury shopping experiences. Hence, Chanel’s new fragrance boutique nestled on Selfridges’ sprawling ground floor is the perfect way to dive into No. 5. Here, as well as experiencing its heritage, the luscious fragrance space will also allow customers to discover the brands on-going dynamism. Les Exclusifs de Chanel by Jacques Polge, Master perfumer, will also be on display, including Beige, the latest addition to the collection of twelve fragrances. These twelve identical bottles contain rare fragrances and are a way of re-inventing time and celebrating the spirit of Chanel. Beige is part of the floral family and this fragrance pays tribute to one of the Mademoiselle’s favourite colours—she loved how the neutral tone evoked the natural elegance and grace so characteristic of the Chanel brand.
The Olfactory Bar designed by Christopher Sheldrake (Chanel deputy perfumer) holds 48 fragrance concentrates allowing you to explore the entire Chanel perfume range. While that may seen a tad overwhelming for the nose, luckily on-site experts are present at all times to guide visitors through this aromatic adventure. There is also a digital manuscript, controlled by motion detection, whose pages take you through the history of Chanel fragrances, from Coco Chanel and Ernest Beaux to the current perfumers.
This fragrant shopping environment in Selfridges is a must-see this holiday season. From the No. 5 virgins who once believed the scent wasn’t young enough for them, to the connoisseurs who have been wearing its signature scent from their mothers’ wombs, everyone will find something that will appeal to their senses.
Written by Ekaete Inyang