Printemps Paris became La Belle Parfumerie du Printemps
Printemps or “le grand magasin de la parfumerie à la française”
Parisian Printemps Haussmann beauty store has a new look, a new name and it is repositioning itself on the luxury and niche perfume houses such as Les Editions de Parfums Frédéric Malle, Serge Lutens Perfumes and Francis Kurkdjian. The place becomes La Belle Parfumerie du Printemps or “the big department store of the French Perfumerie”, with two entire floors dedicated to luxury perfumes with a highlight of niche brands and designers.
In order to meet the expectations of high-end customers and to become like London’s Harrods – a benchmarkin the world of luxury fragrances, the Printemps brands have been carefully selected. Each of them had to imagine a shop-in-the-shop experience.
Les Editions de Parfums Frédéric Malle have set up their famous scent columns. The Scent Room holds 25% of the ground floor or 500m² shared by Les Editions de Parfums Frédéric Malle, Francis Kurkdjian, Serge Lutens, Dior Parfums, Acqua di Parma, Guerlain, Creed, Caron, By Kilian, and Annick Goutal. The Hermes shop (35m²) is located outside the Scent Room.
Other brands such as Yves Saint Laurent, Thierry Mugler, Lancome, Chanel, Kenzo, Nina Ricci and other perfumers are sold in open access spaces.