The House of Creed has reopened its London, UK, flagship after a renovation which is said to pay tribute to the brand’s roots.
The refreshed two-storey boutique, situated in the Grade-II listed 1920s Quadrant Arcade in Regent Street, has been updated to offer an immersive experience of the luxury brand’s collection of products.
The updated interior design is said to pay tribute to the Anglo-French fragrance brand’s 265-year legacy by using high-end materials, such as Verde Luana marble, American walnut panelling, brushed brass, and rich textures and fabrics.
The store’s “refined craftsmanship” is said to mimic the Kering Beauté-owned house’s dedication to excellence when creating fragrances.
For example, Creed’s production maison in Fontainebleau, France, “uses only the finest and rarest of ingredients”, read a statement from the brand.
The upgrade on the first floor encompasses a client lounge with a marble-adorned bar, where guests can enjoy a cup of coffee or glass of champagne while relaxing.
The private suite is said to immerse “customers in the world of Creed, showcasing the exceptional raw ingredients at the heart of every fragrance”, read a brand statement.
Creed’s full range of perfumes, body care, home and lifestyle offerings are showcased.
The boutique is situated in Grade-II listed 1920s Quadrant Arcade in London's Regent Street
The second floor is described as an “engaging club space”, where the brand will host a series of exclusive events that are said to “delight and entertain”.
In-store services include perfume engraving, leather monogramming and ribbon personalisation.
“We are delighted and excited to welcome all to discover our beautiful, renovated Regent Street boutique steeped in history,” said Sarah Lynn, Managing Director of Kering Beauté UK&I.
“Step inside to explore what makes our brand truly unique.
“The boutique team looks forward to making all of our guests’ experience bespoke, luxury and personalised.”
Creed’s upgraded flagship is the sister site to the brand’s other London-based boutiques in Covent Garden and Mount Street.