Liberty, the British department store, has launched its first fragrance pop-up which will be open until 6 January 2025.
The pop-up is in aid of the LBTY fragrance line and marks a year since the introduction of the collection of the premium scents on 18 October 2023.
The bundle is described by Liberty as "a natural extension of the Liberty realm” and the pop-up is located at Battersea Power Station, Turbine Hall A.
In a post on Instagram, Liberty said: “A sensory escape awaits at the pop up, now open at the iconic Battersea Power Station, immerse yourself in the full fragrance collection”.
The collection is also inspired by Liberty’s renowned textile patterns and features eight scents including the new release Vine Thief and bestsellers Tudor and Zephirine.
The collection was created by some of the fragrance industry's most highly acclaimed names.
Five of the scents in LBTY were created by Frank Voelkl, the mastermind behind Le Labo’s Santal 33; Iranian perfumer Hamid Merati-Kashani; Honorine Blanc who was one of the perfumist’s behind YSL's Black Opium; Gabriela Chelariu, Senior Perfumer for Firmenich; and Pierre Negrin, co-creator of Tom Ford's Black Orchid
Throughout the duration of the pop-up there will be a series of exclusive events, which will focus on personalisation and interactive experiences designed to "engage customers and celebrate the artistry behind each scent," the brand said.
"This represents a bold step for the brand as we expand our presence beyond our flagship store,” said Laura Simpson, Managing Director of LBTY.
“We couldn’t think of a more fitting location than this iconic landmark.”
Sam Cotton, Head of Asset Management at Battersea Power Station, said: “We are thrilled Liberty has chosen Battersea Power Station for its first ever pop-up outside of its flagship Soho store, demonstrating the impact we have made on London’s retail landscape since opening two years ago, and the exciting Christmas we have planned ahead.”
