Housed in the centre of London’s luxury shopping district, the Sloane Street boutique is set to be the largest store in the UK at 107 square meters, and the second boutique to be designed in the brand’s new retail concept. Taking inspiration from the brand’s rich heritage, the flagship is a Diptyque home, à la française – a beautiful Parisian apartment where tradition meets imagination and fantasy, and consumers will be treated to exclusive events and services.
“Opening our new flagship on Sloane Street is an important moment for Diptyque’s brand journey. We have a thriving community in the Chelsea neighbourhood and are very excited to have found a perfect store in the area. More than just a luxury contemporary retail space, we want to welcome and take all our guests on a journey of discovery and surprises inside our Diptyque apartment.” says Amanda Morgan, Managing Director UK.
Claire Barber, Director of Asset Management, Cadogan adds “The beautiful and imaginative new Diptyque boutique will be a welcome addition to the neighbourhood – sitting perfectly on Sloane Street alongside other recent luxury flagship openings. Stepping into the Diptyque store will feel rich and immersive, adding to the experience of shopping here – and certainly complementing the exciting new plans just beginning to strengthen Sloane Street’s position as one of the globe’s most desirable and inspiring luxury destinations.”
The new boutique, designed in house by the Maison, is reminiscent of classic Parisian architecture, taking inspiration from the Edwardian cornices and details that surround the space, weaving in locally sourced, decorative objects for an atmosphere that uniquely fuses the historical and modern.
Upon entering through a rich green façade adorned with a brass logo, guests will be greeted with a typical French mosaic entryway which has been designed and produced by an atelier in Paris. The large and welcoming space is divided into three sections, each separated by light, and molded wooden arches. In the store, customers are initially met with a space dedicated to gifting and the Maison’s services, featuring a burl wood cash desk nestled in front of a monumental fresco drawn on site by French artist, Claire Basler. The far wall to this houses a large wooden console with painted table displays, inviting you to discover the Diptyque collection.
Moving into the second space, to complement the traditional Edwardian moldings and ceiling roses, there is a sculptural table and two magnificent libraries encased in wood and glass, which surround a large fireplace that is framed by ombre handmade casein paint.
The last room of the store is an intimate space made of light wood paneling. Guests will find an exclusive seating area filled with wooden and boucle fabric furniture and a library displaying the Maison’s coveted Decoration collection. At the top of the walls, a panoramic painting by Claire Basler is artfully exhibited.
The new flagship is the ultimate destination to embark on the Diptyque journey, housing the full product offering, including the new limited edition Holiday collection and coveted Decoration collection pieces exclusive to the boutique. The flagship will also offer a new location for the brand’s refillable fragrance service, private consultations and host exclusive events and services. Diptyque fragrance experts will showcase their impeccable art of service in the immersive store, where luxury service-driven client experience is at the heart of the space, to guide each guest on a sensory journey of olfactory discovery with one-to-one fragrance fittings.
