Selfridges showcases Fragrance Lab, an innovative fragrance shopping experience

London department store Selfridges invited perfume fans to enjoy a groundbreaking new way to shop for fragrance as part of the store’s wider campaign The Beauty Project.

According to Selfridges, “Fragrance Lab enables customers to claim their signature scent, having experienced a one-of-a-kind retail journey that is as immersive as it is entertaining.”

For the first time, customers will be able to enter the iconic Selfridges windows as part of the experience. Concealed from the outside world, they will weave through a magical series of interactive zones, which will be used to analyse their character – be they a modern romanticist or flamboyant provocateur.

The customers will end the journey with a fragrance created by Givaudan perfumers. Not only will the scent encapsulate their character, but the bottle shape, label and language used to describe the scent will be tailored to every element of their personality. Each fragrance will come complete with a ‘fragrance prescription’ – a horoscope of sorts – that will outline the key findings gleaned from their olfactive journey and how these have influenced the final scent choice.