Experimental Perfume Club opens Seven Dials flagship and 'lab'

By

Nigel TAYLOR

Published
Apr 27, 2021

Making retail an experience to remember is one way to attract consumers (and get them to purchase). So London’s Covent Garden welcomes the first Experimental Perfume Club (EPC) this month, which takes an "educational and experiential" approach to perfumery. It also further cements the Seven Dials neighbourhood as an indie beauty destination.

It claims to be the first ‘lab-boutique’ with the the multi-faceted, 550 sq ft Shaftesbury-owned space in Monmouth Street, Seven Dials serving as the retailer’s flagship, offering “an environment that empowers consumers to explore, understand and create their own fragrance”.

Founded in 2016 by classically trained perfumer Emmanuelle Moeglin, the business is built on her “extensive international experience in fragrance design, and her desire to make the art of perfumery more accessible”. 

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Since its inception, EPC has hosted visitors at its working lab space in East London, and has also established a brand presence in both Selfridges and Harvey Nichols department stores.
 
The new lab-boutique is focused on “inclusive olfactory training, with education and consultation designed for everyone from passionate enthusiasts to curious individuals”. 
 
The store will also house the brand’s signature scent collection, created in-house by Moeglin. It’s described as “unique and minimalist" EdPs that can be worn alone or used as building blocks to blend together for a personalised result.

The lab-boutique will also stage both informative workshops and one-to-one appointments, as well as private groups and corporate events, as and when Covid restrictions allow, the company said.

Moeglin said: “Our ethos at EPC is to bring the art of perfumery to the general public, so having an inviting physical environment in a central part of London is crucial. Our new home and flagship in Seven Dials will allow us to grow and expand our educational and experience-led operations, amongst a like-minded and tight-knit brand community”.

Samantha Bain-Mollison, retail director at Shaftesbury, added: “The entrance of EPC adds to the distinct character of Monmouth Street, complementing the other customisable product offerings from neighbouring Nappa Dori and Tatty Devine”.