French perfumer and maker of luxury scented candles Diptyque re-opens its flagship in IFC Mall with a bigger space and new décor
After a five-week renovation, Diptyque
, a Paris-based company that produces scented candles, perfumes, and face and body care, has re-opened its Hong Kong flagship store in IFC Mall with an extended interior and new design.
Diptyque CEO Fabienne Mauny tells Perspective that the store, which opened three years ago, has been a real success, hence the importance of expanding in order to better showcase their collections. The store expanded to 367 sq ft, from 272 sq ft previously.
Mauny says that the newly-renovated store is a reinterpretation of the original design of the first Diptyque boutique at 34 Boulevard Saint-Germain in Paris. "What we wanted to do with this new concept is to immediately tell people a little bit of the Diptyque story," she explains. "We wanted the people to come to a store that is very comfortable and relaxing, where you can discover all the different scents."
Like the store in Saint-Germain, there is a lot of wood used in the display furniture, giving the store a warm and elegant atmosphere. There is also an eclectic mix of accessories to complement the products — such as the chandelier, a vintage piece from Paris.
One of the highlights of the store is a curved wall decorated with 400 candles — one of the brand's most iconic products — carefully arranged to create a beautiful tessellation of the characteristic oval logo of Diptyque. The motif of the Diptyque logo is also present on one section of a wall in the store, which is covered with a specially-designed wallpaper, which Mauny says is a representation of the brand's roots in producing patterns and fabrics.
The store carries a large array of iconic Diptyque products, including its rich palette of scented candles, and a wide range of eau de toilette and eau de parfum fragrances. Also on offer is a bodycare line, which the brand introduced in 2009, and a skincare line launched this year. While producing a good range of scents is at the heart of what Diptyque does, Mauny says that "the design and aesthetics of the products are also very important".
Exemplifying this philosophy are innovative diffusers, which can enhance the user's experience of the fragrance. The CEO cites the Hourglass Diffuser, which was launched two years ago, as an example. Like its name suggests, to activate the diffusion of the fragrance, the user can flip the diffuser over. As the fragrance goes from one glass to another, it passes through a filter at the centre, which allows the scent to spread.
Another innovative diffuser is the Un Air de Diptyque launched last year. The battery-operated device makes use of mobile technology to release the fragrance contained in little oval-shaped capsules. The user can easily change the capsules in the device, making the process of changing a room's scent as easy as selecting music to create a mood.
Mauny believes that it is difficult to feel at home if there isn't a familiar scent around. "[Fragrance] is a signature," she says. "Like how you select a particular piece of furniture, you can also finish your design with a touch of fragrance."