The FLORAL STREET fragrance revolution continues with the opening of a flagship London store, in the heart of Covent Garden. It’s a fitting setting; once the centre of flower commerce, Covent Garden has since become the epicentre for cutting-edge beauty.
Redefining the concept of fragrance retail, the FLORAL STREET store was designed by William Russell Architects to be a bright, fresh and airy place to experience scent. With windows at both ends, the store is flooded with natural light, with the rear set against Floral Court, a newly constructed courtyard leading to Floral Street.
Step inside and onto an Insta-friendly Carpet of Flowers, photographed by photographer Matthew Donaldson. The walls are dashed with bold colour and lined with the carton lids from their biodegradable boxes.
Create your own four-piece fragrance wardrobe at the MINI BAR filled with 10ml bottles of FLORAL STREET fragrances. Or, flick through scented notebooks and notelets for a hit of nostalgic joy.
Sit at the centrepiece table to gather and learn the secrets of scent from Robertet-schooled fragrance experts, the FLORISTAS. Hidden drawers house key perfume ingredients to help bring fragrances to life.
Dynamic, passionate and fragrance-savvy, FLORISTAS use sensorial touchpoints of colour, style and smell, to pair customers with their ideal scent. Testament to their expertise, the FLORISTAS are dressed in Peter Pan-collared white shirts with workshop-style floral aprons exclusively designed and crafted at the Giles Deacon London atelier.
30 KING STREET