Shaftesbury has announced that Experimental Perfume Club (EPC), renowned for its educational and experiential approach to perfumery, has opened the doors to its first ever ‘lab-boutique’ at 53 Monmouth Street in Seven Dials.
Spanning 550 sq ft, the multi-faceted space serves as EPC’s flagship and offers an environment that empowers consumers to explore, understand and create their own fragrance.
EPC was founded in 2016 by classically trained (ISIPCA) perfumer Emmanuelle Moeglin, built on her extensive international experience in fragrance design, and her desire to make the art of perfumery more accessible. Since its inception, EPC has hosted visitors at its working lab space in East London, and has also established a brand presence at both Selfridges and Harvey Nichols.
The new Monmouth Street lab-boutique is focused on inclusive olfactory training, with education and consultation designed for everyone from passionate enthusiasts to curious individuals.
EPC in Seven Dials will also house the brand’s own eponymous scent collection, which is created in-house with Emmanuelle’s expert nose, using ingredients carefully selected from around the world. The unique and minimalist eau de parfums can be worn alone or used as building blocks to blend together for a personalised result. The new lab-boutique is also set to facilitate both informative workshops and one-to-one appointments, as well as private groups and corporate events, as and when Covid restrictions allow.
Commenting on the launch, Samantha Bain-Mollison, Retail Director at Shaftesbury, said: “Experimental Perfume Club’s lab-boutique gives visitors the opportunity to have a one-of-a-kind in-store experience and to walk away with a bespoke and personalised product, and it is this sense of uniqueness which really resonates with the Seven Dials community. It is brilliant to have another independent brand select Seven Dials for its flagship, and we look forward to working together to build up this important bricks-and-mortar element of their business. The entrance of EPC also adds to the distinct character of Monmouth Street, complementing the other customisable product offerings from neighbouring Nappa Dori and Tatty Devine.”
Emmanuelle Moeglin, Founder-Perfumer at Experimental Perfume Club added: “Our ethos at EPC is to bring the art of perfumery to the general public, so having an inviting physical environment in a central part of London is crucial. Our new home and flagship in Seven Dials will allow us to grow and expand our educational and experience-led operations, amongst a like-minded and tight-knit brand community. We are thrilled to have the exposure to new audiences from this Monmouth Street location and very excited to connect with more perfume lovers in this space.”
The launch of Experimental Perfume Club coincides with the re-opening of non-essential retail across Seven Dials, with other new entrants including Colourfield, So Just Shop, They Made This and Stretch Inc trading again.
The announcement of Experimental Perfume Club also follows the relaunch of Seven Dials Unplugged, an initiative providing a taste of live acoustic music throughout Seven Dials, performed by some of the UK’s most exciting up-and-coming artists. The alfresco sets will take place on select Saturdays between 2-7pm until early summer.