Fragrance house

Selfridges Fragrance Lab

Selfridges Fragrance Lab was an in-store fragrance experience launched in May 2014 as part of Selfridges’ Beauty Project at its London flagship. Commissioned by Selfridges and developed with The Future Laboratory, design studio Campaign, and Givaudan perfumers, it translated visitors’ tastes, behavior, personality, and responses to multisensory stimuli into individualized fragrances rather than presenting a conventional fixed range. Installed in the retailer’s Concept Store in the Wonder Room, the project was presented as a temporary retail experiment and ran only through June 2014. Its approach extended the curated personal journey of the 2011 Sweet Shoppe project into scent, with personalized compositions created by Louise Turner, Nadège Le Garlantezec, Shyamala Maisondieu, and Antoine Maisondieu.