UK. British fragrance house Molton Brown has opened a refurbished flagship airport boutique with Dufry/World Duty Free at London Heathrow Terminal 5.
The area features an immersive and multi-sensory in-store experience delivered through both online and offline touchpoints, and celebrates the brand’s heritage.
As reported, the design of the retail space was inspired by the brand’s founders, and evokes Molton Brown’s original 1970s hair salon, with a contemporary twist that includes natural materials, sustainable features and virtual technology.
The shop highlights a statement Fragrance Discovery Bar which showcases the brand’s scent portfolio in a dedicated and sensory space.
The store also features the brand’s broad collection including travel retail-exclusive releases. An innovative Fragrance Finder tool allows shoppers to personalise their olfactory experience by discovering the scent which best matches their personality.
It also offers one-to-one personalised treatments, including expert fragrance consultations and hand and arm massages using lotions and fragrance layering.
For a more personal touch, guests can also avail of the luxury gift-wrapping service with staff members providing tailored assistance or advice. iPads and AR technology also help bring the fragrance collections’ ingredients to life.
In addition, hologram displays tell the story of Molton Brown’s achievements on its sustainability journey.
Molton Brown Travel Retail Sales Manager Sophie Sponagle commented: “We are thrilled to unveil this new-look store within World Duty Free at Heathrow Terminal 5. This space both celebrates the brand’s heritage and showcases our latest innovations, in a setting which really brings the Molton Brown ideals of quality, individuality and heritage to life for shoppers in a tailored and exciting way.
“The Terminal 5 counter is the pinnacle of the Molton Brown experience in travel retail, celebrating the heritage of this iconic brand with a real destination for fragrance-first experiences, enhanced by digital touchpoints to ensure a personalized journey for every shopper.”
Commenting on behalf of World Duty Free, Dufry UK Head of Beauty Delphine Poultney also said: “We are very proud of the long standing relationship we’ve enjoyed with Molton Brown, which is such a beautifully crafted and quintessentially British brand.
“This new-look space in our main World Duty Free store at Heathrow Terminal 5 is fully answering our aim to deliver memorable experiences in our stores. Customers will remember discovering the beautiful Molton Brown products and fragrances in this welcoming environment.” ✈
