“As part of the Selfridges Beauty Project, we invite you to experience a groundbreaking new way to explore fragrance.” This is how Selfridges presented their new one-of-a-kind fragrance profiling experience within the Fragrance Lab in the Concept Store at Selfridges London.
The temporary experience, created by Campaign and The Future Laboratory takes guests on an immersive journey to find a scent that matches their personality. The space was completely transformed to resemble a white laboratory, complete with assistants in lab coats. Interaction is encouraged as guests follow an audio-guided path through the environment. They are encouraged to touch, sniff and interact at every stage of the journey. At the end, they are greeted by a staff member holding variations of their signature fragrance.
The experience is completely immersive and is a great example of where retail of the future is headed. As stated by Campaign creative director Philip Handford. “Ultimately retail needs to be more fun, but in a focused, considered and relevant way. We wanted the experience to go beyond consumer expectations of a ‘fragrance lab’ and define the future of the retail experience.”