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. They were awarded Best Niche Fragrance for all 8 fragrances by the Cosmopolitan Beauty Awards 2018. They were also awarded Best Innovation Fragrance by the Woman & Home Beauty Awards 2018 for their unique Ylang Ylang Espresso fragrance. In 2019, they were also awarded Retailer of the Year at The Fragrance Foundation Awards and Best Innovation at the COPRA Awards.
30 KING STREET