Tucked away in Mayfair is the little scent treasure box that is Avery Perfume Gallery – a carefully curated selection of some of the world’s best niche perfumes, and a must-visit for the perfumista for the past five years or so. Now, even more discerning fragrance fans can revel in their delights, at the brand new and ultra-luxurious pop-up space in Selfridges.
Right next to the VIP Lounge on the fourth floor of Selfridges, Avery have taken over a sizeable area to tempt every nose that comes their way. Visually curated by Cristiano Seganfreddo – Vice President and Creative Director of Intertrade Group – hard-to-find fragrances from uber cool houses such as Blood Concept, Agonist, A Lab on Fire and Re Profumo.
You could even go away with a monkey or a toucan tucked under your arm – one of their quirky ceramic ‘scent animal’ diffusers – or the boutique’s own name spelled out in bespoke, layer-able scents for the letters A, V, E, R and Y (we’d like them to continue throughout the rest of the alphabet, too, please!)
With department stores refitting and refurbishing fragrance halls all over place, lately, it seems; we hope this marks a continuing trend for allowing scent shoppers the time and space to fully appreciate the fabulous perfume ranges in stores. Long live diversity – may it spread country-wide – with all of us feeling more able to stop and smell the roses (and vanillas, and irises, and citruses and woods and…)
Written by Suzy Nightingale