Welcome to Fragrance Friday, where each week weโll be keeping you abreast of the newest and most iconic releases in the dynamic world of menโs fragrances. Born out of the desire to showcase one of the most overlooked, yet versatile, elements of any discerning manโs style this weekly column will help you finesse your own signature scent. This week we focus on some of the most elaborate, important and exciting perfume boutiques in the world.
As mentioned a few weeks ago when I wrote about the best perfume brands in Italy, I have recently returned from a month in Europe, and while it wasnโt my aim to visit any perfume boutiques while over there, I couldnโt stay away from at least one or two.
Walking into some of the most historic perfume boutiques in Europe is much like walking into any other museum. This isnโt something as typically high-end as stumbling into the fragrance section of Myer, but these bases for some of the worldโs greatest perfume houses are afforded the sense of occasion that elevates the art of perfumery appropriately.
These perfume boutiques lovingly crafted to the exacting vision of these labels, are masterful exercises at world-building. Thereโs a distinct edge of elevated luxury one gets from shopping around these boutiques and really soaking up the particularities of each brand. Given your sense of smell is as much about what happens in the memory part of your brain as well, not just the sensory part, then I daresay walking away from these boutiques will make these perfumes smell better to you in the long-run.
Thatโs why I feel itโs important to highlight some of the worldโs best perfume shops and boutiques so you can pop in for a visit next time youโre in town.
Worldโs Greatest Perfume Boutiques
Santa Maria Novella, Florence
Letโs start with the big one first. This is the boutique I visited in Florence that made me think about writing this piece. Itโs where it all started for one of the oldest perfume brands in the world, just a short walk from its eponymous church, the first great basilica in all of Florence.
The boutique is actually just down the street from the Santa Maria Novella church, with an entrance adorned with colourful overgrowths of flowers creeping down from the ceiling. Youโll spot it from the crowd outside taking turns to quickly rush in and get a group photo.
The boutique is actually a pharmacy established by Florentine monks in the 13th century, stretched into a massive shop of numerous spaces decorated with rows of room sprays, candles, potpourri and of course Santa Maria Novellaโs most prized perfumes.
Donโt forget to look up when youโre there. The Renaissance paintings were amongst the best I saw in Florence outside of actual churches.
Address: Via della Scala, 16, 50123 Firenze FI, Italy
Guerlain, Paris
While nowhere near as unique as Santa Maria Novella in Florence, Guerlainโs original boutique on Avenue des Champs-รlysรฉes is easily the most impressive. The brand itself was founded back in 1828, making it one of the worldโs first beauty brands and possibly the most famous.
The Paris flagship was opened at this location in 1914, fashioned as one of the pioneers of Parisโ most prestigious shopping row. Everything beauty is stocked here, and thereโs particular attention given to Guerlainโs oldest and most historic products which are best experienced at the attached LโInstitut Guerlain spa.
Just to dial up the luxury a bit more, thereโs even a restaurant at the boutique that serves high-end French classics. But the most premium experience would be the $20,000 euro custom service, where you can get a fully personalised Guerlain scent made to your preferences.
Address: 68 Avenue des Champs-รlysรฉes, Paris 75008 France
Creed, London
While Creed is a French brand โ one of the worldโs most acclaimed โ itโs actually the flagship in London that gets most of the attention. The luxury perfume house has boutiques all over the world, even having opened one in Sydney as recently as this past weekend at The Strand Arcade. But this London one, first opened in 1760 was set up by James Henry Creed himself and is a sight to behold inside, with history aching from every corner.
The brand, which started as a tailoring house, tells its story well at its London store, which can be found in the heart of Mayfair on Mount Street, surrounded by plenty of Queen Anne revivalist architecture.
Like many high-end perfume boutiques, itโs best to book a consultation here and work with the staff to find a scent made according to your preferences. Itโs expensive, but if youโre into your fragrances, itโs worth the investment.
Address: 99 Mount Street, Mayfair, London W1K 2TF
