Diptyque opens pop-up stores to mark the festive season
French luxury fragrance brand Diptyque will celebrate the year-end festivities by opening from November 10 a series of temporary stores, introducing its ‘Une nuit chez Diptyque’ (a night at Diptyque’s) Christmas collection created with Parisian illustrator Pierre Marie, and items from the Collection 34.
Diptyque will open for three months at 332 rue Saint-Honoré in Paris, in London’s Covent Garden area and also at Boxpark, a London ‘pop-up mall’, home to temporary stores and directional retail concepts. A few months ago it also set up shop at the Invisible Dog art centre in Brooklyn, New York.
Diptyque has chosen a theatre-style ambience, featuring antique furniture, chests of drawers and cinema seats, to showcase its perfumed candles, personal and home scents and advent calendars.
The new temporary shops will add to the worldwide network of 45 Diptyque stores.
Diptyque has made a priority to expand its retail network in Asia with boutiques coming up in Japan and Greater China (Shanghai and Hong Kong)