Miller Harris unveils new concept store in London
Fragrance specialist Miller Harris has unveiled a new concept store on Cabot Place in London’s Canary Wharf area. It was designed by London-based Fabled Studio, an award-winning creative firm that has taken inspiration from a number of “muses”.
Fabled is making-over a number of the brand’s stores and said it drew on Miller Harris’s brand identity with is “rooted within the modern bohemian spirit of contemporary London”. That sees it creating a “series of muses that each embody a facet of the Miller Harris world to inspire the design behind its new breed of concept stores.” The first realisation, at Canary Wharf, is inspired by the muse of ‘The Artist’.
The design is intended to bring fragrances to life against the backdrop of an art gallery and artist’s studio, “allowing the perfume itself to become the art.” An evolving range of artworks are displayed on the boutique’s walls, showcasing London artistic talent “and giving a creative dynamism to the space.”
Meanwhile, the products themselves are sat on custom-designed plinths wrapped in artists’ canvas and topped with materials “that are intrinsic to each individual scent’s story or ingredients and eclectic palettes that bring the storytelling of the fragrance to the customer.”
The aim is also to make the space “immersive and imaginative” and Fabled said it will introduce a new dimension of sound to the notion of fragrances in each of the stores its creates. It has worked with audio artists to create “unique soundscapes for individual fragrances, offering the customer a completely unique sensory experience that interrogates what a perfume might ‘sound like’.”
In the Canary Wharf store, a standalone sound booth allows shoppers "to listen to melodic interpretations of their favourite scents.”
Both Fabled and Miller Harris said that the sensory element was hugely important.
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