Diptyque is opening a Christmas pop-up in the UK to promote its limited edition holiday collection.
The activation, situated in London’s St. Pancras International train station, will showcase the luxury fragrance brand’s festive sets, created in collaboration with British felt artist Lucy Sparrow.
Open from 25 October to early January 2025, the space will bring a “quirky pop aesthetic to the festive season” inspired by Sparrow’s felt creations and Diptyque’s artisanal heritage.
The pop-up will feature a giant Diptyque-branded needle “which is sewing the customer’s journey onto the floor, creating a festive weaving pattern,” read a statement from the brand.
The Diptyque Holiday Collection comprises scented candles, candle lanterns, fragrances and core heroes.
“With enchanting surprises, festive gifts and fairytale decorations, Diptyque promises a magical journey to the very heart of the festive season,” said Amanda Morgan, Managing Director of Diptyque UK.
“We are excited to welcome existing customers and new visitors in the area, where the enchanting and delightful retail concept moment will symbolise the start of the exciting holiday period.”
Diptyque is also launching an exclusive ‘Ephemeral Space’ in its flagship in Bond Street, London, to ramp up its Christmas messaging.
The retail space will house more than 2,000 felt creations created by Sparrow for Diptyque.
Lead image: core collection Diptyque candles.
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