Pure Beauty

Diptyque to open new UK flagship boutique in Chelsea in November

By Amanda Pauley | Published: 19-Oct-2022

The Sloane Street Diptyque store will deliver a luxury service-driven experience and is designed in the perfume house’s new retail concept

Diptyque is opening a new UK flagship in Chelsea, London, on 18 November.

The boutique, situated on Sloane Street, will be the brand’s largest store at 107sqm.

The perfume house said it will deliver “a luxury service-driven client experience” and is the next step in the brand’s investment into British retail.

The flagship will be designed in the brand’s new retail concept, which blends Diptyque's Parisian roots with locally sourced objects “to create both a historical and modern space”.

The store will be divided into three sections, each separated by moulded wooden arches. 

Diptyque to open new UK flagship boutique in Chelsea in November

The first will explore gifting and the Maison’s curated services, featuring painted table displays so customers can discover the full collection.

The second section will feature a sculptural table and two libraries, which surround a fireplace framed by ombré handmade casein paint.

The last room is a seating area with a library displaying the Maison’s Decoration collection, which is exclusive to the boutique.

The store will also offer a refillable fragrance service and private consultations, and give customers access to exclusive events.

Upon entering the Chelsea destination, customers will be greeted at a French mosaic entryway, which has been designed and produced by an atelier in Paris.

“Opening our new flagship on Sloane Street is an important moment for Diptyque’s brand journey,” said Amanda Morgan, Diptyque’s Managing Director UK.

“We have a thriving community in the Chelsea neighbourhood and are very excited to have found a perfect store in the area.

“More than just a luxury contemporary retail space, we want to welcome and take all our guests on a journey of discovery and surprises inside our Diptyque apartment.”

The brand’s Spitalfields boutique was the first store to be overhauled with the new retail design concept.

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