The Sweet Smell of Success in Harvey Nichols Fragrance Room
Maison Francis Kurkdjian (MFK) is French fragrance brand created by Francis Kurkdjian and Marc Chaya in 2009. Their vision is to create scents that reflect life – perfectly balancing practicality and creativity. Their UK distributor is Orange Square, who support niche luxury perfume brands in the UK market, as well as Maison Francis Kurkdjian their portfolio includes: Caron, Creed, Juliette has a Gun, MiN New York, Mizensir, Parle Moi de Parfum and Ramon Monegal.
Well-established in Paris and quickly gaining momentum in the UK, Orange Square secured premium space for MFK in the new Fragrance Room in Harvey Nichols. The brand would be moving from a small promotional area instore to a full concession.
"The new department allows us to offer some of our bestselling brands an opportunity to create their own boutique space and the rest of the department to curate unique and fine fragrances from across the world, which we know our customers will love. We are excited to work with new and existing brands to offer exclusive activities, such as expert consultations and welcome various brand founders such as Francis Kurkdjian and Geza Schoen.”
MFK were already in Harvey Nichols but in a significantly smaller space. As a fragrance brand that’s quickly catching up with competitors they were moved from a small bookshelf unit into a much larger boutique space in the new Fragrance Room.
The design of the unit followed the brand style already well-established in MFK’s retail spaces in France but was the first unit of its kind going into a UK retail outlet. Using high spec materials such as marble and brass the new boutique is a luxury space where customers can easily access products, test new scents and experience the brand.
With a brand team out in Paris responsible for design vision and direction, our team were tasked with sourcing specific materials, delivering technical drawings, manufacturing and installing MFK’s new retail installation. Well used to working in Harvey Nichols, we knew which materials would meet the specifications of the brand, and the requirements of the retailer.
We worked closely with the brand’s design team to make technical drawings that brought a layer of practicality to the creative vision of the concession in the Fragrance Room.
This was a retail implementation challenge, fixed materials, a fixed price and no compromise on quality.
We’ve also now worked on graphic updates for MFK, and pop ups including a recent display in Harrods. As the brand is growing rapidly there are many more installations on the horizon.