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Sloane Street welcomes new Diptyque flagship

The Parisian perfumer will open its largest UK store in Chelsea in time for Christmas

3 November 2022

Diptyque’s new London flagship will open this month on Sloane Street, becoming its largest store in the UK and the second boutique to be designed in line with the perfumer’s new retail concept.  

This exciting store will house the Maison’s full product offering, including the new limited-edition Holiday collection and coveted Decoration collection of singular objects for the home, some of which are exclusive to the boutique. 

The flagship will also offer a new location for the brand’s refillable fragrance service, its private consultations and will host exclusive events and services. 

Reminiscent of classic Parisian architecture and inspired by Diptyque’s rich heritage, the new space is intended to evoke the look and feel of a beautiful Parisian apartment, where tradition meets imagination.

The rich green façade opens into a traditional French mosaic entryway that has been designed and produced by an atelier in Paris. Stepping inside, shoppers will be met with Diptyque’s olfactory delights in a large and welcoming space, divided into three sections, each separated by light and moulded wooden arches. 

Diptyque’s fragrance experts will provide an impeccable level of service in the immersive store, guiding each guest on a sensory journey and offering one-to-one fragrance fittings.

“We have a thriving community in the Chelsea neighbourhood and are very excited to have found a perfect store in the area,” says Amanda Morgan, Diptyque’s UK managing director. “More than just a luxury contemporary retail space, we want to welcome and take all our guests on a journey of discovery and surprises inside our Diptyque apartment.” 

The first space is devoted to gifting and the Maison’s services. There is a burl wood cash desk nestled in front of a monumental fresco drawn on-site by French artist Claire Basler, and a large wooden console with painted table displays to encourage discovery of the Diptyque collection.

The second space pays homage to the building’s traditional Edwardian mouldings and ceiling roses with a complementing sculptural table and two beautiful displays encased in wood and glass. These surround a large fireplace, which is framed by walls painted in a delicate ombre finish.

The final room is an intimate space made of light wood panelling and topped with a panoramic painting by Basler. Here, guests will find an exclusive seating area and the Decoration collection. 

Be sure to drop into the stunning new store when it opens on November 18, 2022. With exclusive offerings and tempting scents for both body and home, you’ll be sure to discover something irresistible.


Diptyque, 161 Sloane Street, SW1X 9BT

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