Although in a thoroughly modern setting, The Illuminum Fragrance Lounge is a return to the traditions of perfume selling. Back in the day, it was never the case that you’d buy a boxed product on the basis of a spritz on a bit of paper. Buying perfume was a real occasion; you’d be sat down, attended to and brought all manner of phials to smell. If you were super-important, a perfumier would make you your own individual scent.
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The Illuminum Fragrance Lounge (I barely need to remind you of the Kate Middleton wedding link) is opening its doors on Monday at 41/42 Dover Street, Mayfair. Based in an elegant Georgian townhouse, the space is roomy, elegant and relaxed. Designed to be an oasis of both peace and luxury (with a glass of bubbly or an espresso..oh okay, you can have a cappuchino too) for those who want take their perfume a little more seriously than the fast pace of a department store, it’s going to be one of the largest independent perfumeries.
I’d say the Illuminum Fragrance Lounge isn’t for the easily intimidated; I’m not sure how easy, once you are in and sipping that coffee/bubbly, it is to leave with no purchase. But then, why would you go if you weren’t a) interested in perfume, b) a perfume pushover?!
There are three brand new Illuminum collections. The Haute Perfumer with sixteen fragrances priced between £195 and £375, The Classic Collection (with yes, *that* fragrance) and Interior Fragrance available in all 32 fragrances.
Oh, and the thing I love best? A little gadgety thing that you plug into your car (in that place that used to be for lighting cigarettes that I don’t know the name of!) that then scents your car in your favourite perfume. Nice.
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