Avery is a far cry from mass brand fragrance halls – where you are always in danger of being squirted unless you literally run. Turning the whole experience of buying fragrance into something thats actually a pleasure – and fun – the boutique opens in London tomorrow (or today, depending upon when you are reading!). Designed by Lillian Driessen, who has also worked with the likes of Viktor & Rolf, the store has quirky interactive elements.
Pass by the two aviary style windows and you’ll be enveloped in a ‘virtual’ fragrance that swirls into an imprint of your silhouette. An interactive birdsong soundscape and animatronic flowers that blossom as you move by, dressing tables to sit and actually enjoy trying the fragrances and a hanging garden with a ‘weeping’ rabbit fountain (hope it weeps with happiness!) make Avery unlike any other fragrance experience.
If you love amazing and hard to find scents, Avery stocks Morgane Le Fay, Profumi del Forte and Nasomatto, amongst others. If you’re in Avery Row, Mayfair, it’s the perfect drop-in for fragrance fiends.