|Penhaligon's previous decor.|
|View of the new Penhaligon's store interior|
Penhaligons are sensible to have designed their shop to appeal to different kinds of customer. In a sense this is ultra-modern, reflecting the move to niche and personally designed scents at the top end of the market. Yet is still operates within the ambit of a major commercial brand. It is possible to market democratically whilst luxuriously and it is possible to use conventional imagery imaginatively. Shops like Penhaligons and their attitude to their perfumes and their customers are a standing challenge to an industry that increasingly relies on a faux puritanical imagery or pseudo-scientific hygiene fetish to sell products that often deserve better. It could be countered that a quality scent doesn’t require excessive adornment but perfume, like wine is a balm and excitement to the senses. We have proved resistant to good wine being stored in cartons or sold in sterile environments, which as it is a food stuff makes more sense than in the presentation of scent. Penhaligon’s approach suits their perfumes and the shop is a joy, like suddenly coming across a violet cream in a box of plain truffles. Certainly the Malabar skin cream I was given makes me smell rather like a delicious piece of confectionery.
|Padded leather wall.|
Penhaligon's website can be found here.here