Floral Street Fragrance
MONDAY - SATURDAY: 10AM - 8PM
SUNDAY: 12PM - 6PM
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 FLORALISTAS. Hidden drawers house key perfume ingredients to help bring fragrances to life.
Dynamic, passionate and fragrance-savvy, FLORALISTAS use sensorial touchpoints of colour, style and smell, to pair customers with their ideal scent. Testament to their expertise, the FLORALISTAS are dressed in Peter Pan-collared white shirts with workshop-style floral aprons exclusively designed and crafted at the Giles Deacon London atelier.
Floral Street also care for the environment and have created packaging with principles, a first for the beauty world. All of their packaging is reusable, recyclable or compostable and all sustainably sourced. They are even vegan!
Floral Street is an award - winning brand, with the following awards under their belt:
Best Niche Fragrance for all 8 fragrances by the Cosmopolitan Beauty Awards 2018.
Best Innovation Fragrance by the Woman & Home Beauty Awards 2018 for their unique Ylang Ylang Espresso fragrance.
The Fragrance Foundation Awards and Best Innovation at the COPRA Awards in 2019
Best new Fragrance - Electric Rhubarb by Woman & Home Magazine 2019.
30 KING STREET