Mayfair welcomes the return of Creed: a seventh generation perfume house, getting back to its London roots

Mount Street is quite the fashion destination nowadays: Céline, Dior, Goyard, Nicholas Kirkwood. And no doubt the well-heeled (literally, if they’ve teetered out of Christian Louboutin) will be adding this perfumed palace to their Little Black Books.

Creed may be associated in many a perfumista’s mind with Paris. They seem typically Parisian: elegant scents, in stately bottles, created as the finishing touch to your best outfit. In fact, their true roots are just a flacon’s throw away, on Conduit Street – before the Creed family upped sticks to move to Paris, under the patronage of Princess Eugenie, and flourished there creating scents for the aristocracy. (At the launch of this boutique, however, Olivier Creed – albeit with the strongest of French accents – admitted that he carries a British passport, and proudly so.)

The mirrored and beautifully lit boutique will be first to stock new launches and showcase exclusives (including Royal Mayfair, the intriguing new men’s addition to the line), and offering items we’ve never seen anywhere else – including the leather-clad travel atomisers, below, designed by Olivier, and accessorised by the most darling, fleur-de-lys embossed funnels for decanting.
A welcome addition to London’s ever-more-interesting perfume map…

House of Creed, 99 Mount Street, Mayfair, London W1K 2TF/020-7495 1795


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