Escentric Molecules, the cult independent fragrance brand known for its pioneering Molecule 01 scent, is opening its first boutique.
The bricks-and-mortar space in Berlin, Germany, is located in the Mitte district of the capital city, known for its galleries.
Taking inspiration from this, the Escentric Molecules boutique “feels less like a conventional fragrance store than an extension of the city’s creative landscape”, the brand said in a statement.
The opening comes as the fragrance brand celebrates its 20th anniversary, and is designed as “a place to encounter scent as something to look at, move through and experience”, the statement added.
The boutique’s design taps into its history as an art gallery and industrial heritage, while also leaning into the brand’s “long-standing creative principle” of synaesthesia – a neurological blending of the senses – translating the experience of fragrance across senses.
“The opening of our Berlin boutique is a defining moment for Escentric Molecules,” said Paul White, creative director and co-founder of Escentric Molecules.
“More than a retail space, it is a physical expression of who we are as an independent fragrance house and an invitation to experience the brand in its purest form.
“Berlin has always been a part of our DNA, and creating a permanent home here allows us to deepen our connection with our community.
“It is an important step in building a global brand with meaningful, long-term cultural relevance.”
Eccentric Molecules’ boutique also taps into the sense of sound, which informs the creative practice of White, whose design work has spanned music and visual culture, including album artwork for artists such as Björk.
The space features a “choreography of sound, visuals, light, and movement” that is said to create “an environment designed to be seen, heard, and felt”.
The fragrance brand worked with architect Sophie Schoen-Berianidze, partner at Schoen, on the space to “help translate the brand’s DNA into a boutique space”.
“We envisioned a gallery-like space, a place where fragrances could be experienced rather than simply displayed,” said Schoen-Berianidze.
“The result is a space that truly captures the spirit of Escentric Molecules, a space that invites visitors to engage with the fragrances in a more immersive and meaningful way.”
Eccentric Molecules’ product displays function not only as storage, but as a “kinetic installation”, built as a seamless aluminium grid of pull-out drawers.
“When closed, it reads as a single, monolithic surface, punctuated only by small illuminated cut-outs displaying individual fragrances,” the brand statement said.
“Pull one of the upper sections forward and the wall opens up, revealing a screen alongside shelves holding every format of that scent.
“The system turns the act of browsing into something physical and unexpected.
“What first appears to be a solid architectural surface becomes a series of hidden worlds, with each drawer revealing another part of the Escentric Molecules collection.”
After dark, the products recede, and the space becomes a gallery, with images being projected across the street.
The boutique will have a visual programme of continually evolving artists, film makers and creative voices, “blurring the boundaries between store, gallery and creative space”.
Geza Schoen, perfumer and co-founder of Escentric Molecules, added: “This store marks the final step in establishing Escentric Molecules as a truly independent fragrance house.
“Every element reflects our brand DNA, from the use of aluminium and subtle binary-inspired details to the carefully crafted soundscape, creating a calm, multi-sensory experience.
“This location feels like a natural home for the brand.”
Image credit: Jordana-Schramm
Related content:
-
Escentric Molecules unveils Selfridges pop-up to mark launch of debut cologne
- Initio Parfums Privés opening first UK boutique due to ‘high double-digit growth’ in region
- Molton Brown opens 1970s-inspired ‘sanctuary’ store in London
- ‘Staying relevant’: Inside The Perfume Shop’s new ‘Boutique’ fragrance concept store
- Boots to debut first-ever fragrance-only boutique in London this autumn
