THE WHAT?  Luxury fragrance and lifestyle brand Diptyque has launched its newest flagship boutique, Maisons Diptyque, at 107 New Bond Street in London. This launch introduces a novel store concept for the brand, set to expand to Paris later this month, representing the largest boutiques ever opened by Diptyque.

THE DETAILS Maisons Diptyque in London merges the realms of boutique and cultural space, offering an experience that is both immersive and expansive. This new concept, described as part boutique, part cultural haven, is designed to mirror the apartment of a Parisian aesthete, blending Diptyque’s emblematic products with a host of artistic and cultural experiences.

THE WHY?  According to Fabienne Mauny, Chief Executive Officer at Diptyque, the opening of Maison Diptyque signifies a new era for the brand, emphasizing a commitment to expanding both nationally and internationally. The new boutiques are envisioned as hubs of sensory and intimate experiences that counteract the impersonal aspects of a digitalized world. They aim to celebrate the art of living with a focus on craftsmanship and artistic collaboration.