Dream home: fragrance house Creed opens Mayfair flagship
Historic perfume house Creed returns from Paris to open a new flagship on Mayfair’s Mount Street
In the 18th century, the royal courts of Europe had one important thing in common: as their kings and queens paced their regal hallways, they would waft behind them pungent aromas from the house of Creed. The luxury perfumery was later appointed by Queen Victoria as an official supplier to the royal household; further heads of state soon followed suit.
As one of the last family-run perfumeries, Creed is now returning from a lengthy sojourn to Paris – where it operated under the patronage of Empress Eugenie in 1854 – to reopen on its home turf of Mount Street in London.
The new boutique showcases Creed’s extensive range, as well as fragrances that have previously been exclusive to other countries. At centre stage is an original perfume dedicated to its new home; The Royal Mayfair – which will enjoy a limited preview in the boutique – is based on a formula originally commissioned by the Duke of Windsor 80 years ago.
The two-floor boutique features striking marble and brass interiors, and a decadently mirrored ceiling. The lower ground floor offers a more personal experience, where guests can arrange bespoke fragrance consultations, just as esteemed individuals like JFK and Audrey Hepburn (not to mention the aforementioned royalty) did back in the day.