Following the success of its first concept store on rue Saint Honoré in Paris in 2016, Guerlain is now opening its “Guerlain Parfumeur depuis 1828” boutiques in other countries. The concept is exclusively dedicated to fragrances.
The French brand has selected a prestigious address at 52, avenue Louise, in Brussels, Belgium, for the first “Guerlain Parfumeur” international boutique.
The main goal, according to the brand, is to offer a unique experience for customers revolving around completely tailor-made products and services.
The new area offers 110 Guerlain fragrances and a full immersion into the heart of the brand’s creativity. The was meticulously classified into four main olfactory families, allowing customers to take advantage of a digital fragrance consultation to identify their personal olfactory profile and, thanks to a powerful algorithm, find their very own “signature fragrance”.
After choosing their fragrance, customers are invited to the personalization atelier, where they can finalize their purchase by selecting every detail to make the fragrance their own - bottle shape and colour, engraved message in any language, plus a choice of ribbons and bows to embellish the bottles.
What’s more, the iconic honeycomb “bee” bottles can be refilled forever at Guerlain’s fragrance fountains, an elegant combination of luxury and sustainability. To guarantee the perfect quality of fragrances, the scents are kept in a temperature-controlled “perfume cellar” behind UV-blocking glass – just like grand crus wines.