Following the success of its first concept store in Paris in 2016, Maison Guerlain is now opening boutiques dedicated exclusively to fragrances in other countries. The new boutique on prestigious avenue Louise in Brussels offers an unprecedented personalization experience. More international openings will follow under the timeless signature “Guerlain Parfumeur depuis 1828”.
Building on the success of its first boutique dedicated exclusively to fragrances on rue Saint Honoré in Paris, Maison Guerlain is taking this innovative retail concept celebrating its métier of parfumeur to other countries. The first international boutique in Brussels boasts a prestigious address at 52, avenue Louise. The new boutique embodies Guerlain’s distinctive heritage and savoir-faire in crafting perfumes for nearly 190 years, proposing a unique experience for customers revolving around completely tailor-made products and services.
With 110 fragrances immediately available, this new jewel case of a boutique creates a total immersion into the heart of Guerlain’s bold creativity. Following a meticulous classification of the fragrance collection into four main olfactory families, customers can 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, the heart of the boutique. There, they select every detail to make the fragrance their own – bottle shape and color, 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.
This ambitious international deployment is just beginning as the Maison brings the exquisite marvels of Guerlain Parfumeur to fragrance lovers around the world.