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…)
Avery Perfume Gallery
4th Floor, Selfridges London.
Written by Suzy Nightingale
