Inside Diptyque’s Hong Kong flagship, where artistry and luxury meet
We talk to Diptyque's CEO Fabienne Mauny about the brand's latest store in Hong Kong and what is in store for the brand.
The post Inside Diptyque’s Hong Kong flagship, where artistry and luxury meet appeared first on Inside Retail Australia.
A familiar name in luxury is returning to the IFC Mall in Hong Kong with a fresh face. Diptyque, the Parisian purveyor of fine scents and elegant homeware, recently celebrated the grand reopening of its flagship store.
This event marks not just a renovation but an evolution, offering a refined blend of art and retail, nestled into a space that honours both sustainability and luxury.
Led by CEO Fabienne Mauny, the expansion of the brand’s flagship store is a nod to its heritage and forward-looking vision.
The new store features a design that pays homage to the urban flair of Hong Kong through local artistic elements and the exclusive unveiling of the Maison’s new line of home decor. It aims to offer an elevated shopping experience that is both unique and intimate.
The revamp also signifies Diptyque’s dedication to supporting the local art scene, spotlighting the creative contributions of Hong Kong’s own Ticko Liu. His latest work, which captures the essence of Diptyque’s history through a dynamic garden concept, will be a centrepiece of the store’s new facade.
A sensory journey
“The grand reopening of our Diptyque IFC Mall flagship store is indeed a moment of great anticipation, Mauny told Inside Retail. “Shoppers can expect an immersive experience that weaves together the essence of our brand and the cultural vibrancy of Hong Kong.”
She said the design elements in the store have been carefully curated to provide a sensory journey for customers. Upon entering, visitors are welcomed by a green facade adorned with the brand’s iconic gilded logo, setting the tone for what lies within.
The interior resembles a colourful and sophisticated apartment, showcasing a blend of Parisian elegance and local Hong Kong traditions.
“Our design incorporates openwork bamboo ceilings, mosaic furniture and artistic wall drawings, conjuring a world of sophistication and eclecticism. Every detail has been meticulously selected to tell a story, inviting customers into the home of a collector or a cabinet of curiosities,” she added.
Incorporating local elements
The new flagship store incorporates elements that reflect Hong Kong’s unique urban landscape.
“We wanted to pay homage to this vibrant city, and so we have incorporated mosaic furniture, an openwork bamboo ceiling, and a mural inspired by Hong Kong’s banyan trees,” she noted, referring to a work by Hong Kong-based French artist Elsa Jeandedieu.
“This blend of local elements with the traditional charm of Haussmann apartments is a testament to our commitment to respecting local culture and embracing it as an integral part of our brand identity.”
The Maison’s new line of home decor was also exclusively launched at the new store, and Mauny said customers can expect a selection of fine and unique objects that resonate with the brand’s commitment to craftsmanship and artistry.
“These objects are thoughtfully curated to enhance living spaces. Each item is a testament to our dedication to bringing infinite beauty into the everyday lives of our customers,” she stressed.
A new line
The Les Mondes de Diptyque collection is another new addition to the store’s portfolio. Mauny says this collection represents the brand’s unwavering commitment to timeless elegance, impeccable craftsmanship and sustainable luxury.
The collection also marks Diptyque’s first foray into refillable candles since the brand first introduced its classic product in 1963.
“Our candles aren’t just a one-time wonder. They are designed to be refilled, ensuring that the splendid glass monoliths grace your space for years to come, reducing waste and embracing the idea of timeless luxury,” Mauny explained.
She went on to say that Les Mondes de Diptyque candles are packaged in textured boxes that resemble a world of fine books and the allure of literary beauty.
“Within these boxes lie more than just candles; they hold captivating olfactory narratives and evocative powers that transport our senses to other realms of escape,” she said.
A statement of intent
Diptyque’s Hong Kong flagship store was designed to resemble a Parisian apartment with references to the Maison’s original location at 34 Boulevard Saint-Germain in Paris. This was intentional, as Mauny wanted customers to think of the origin of Diptyque as they wander around and enjoy an olfactory experience.
“The store space also embodies the brand’s essence of infusing passion, imagination and creativity at every single stage, ensuring the store experience and the user experience of the products are both artistic and luxurious,” she added.
The reopening marks an exciting new chapter for the brand, Mauny says. While she declined to share any specific details, she confirmed there will be more innovative collaborations and initiatives in the future.
“This store is a part of our strategic vision to engage our audience on a deeper level, providing an enduring connection with the essence of Diptyque,” she said.
The post Inside Diptyque’s Hong Kong flagship, where artistry and luxury meet appeared first on Inside Retail Australia.