LVMH ‘s perfume business is a relative infant given that the luxury giant only entered the market last year. However it’s approach to the sector has been on point.
The fragrance industry is in a period of transition with the luxury houses and the scent specialists segueing market share to a vibrant and innovative independent, boutique and artisan sector. Some have looked to buy their way into that boom. Others, like LVMH, have taken note of new ways of selling and marketing fragrance and acted like a start-up themselves.
As a result we are seeing a series of pop-up offerings from the business all over the globe. And one of the latest, which appeared in Hong Kong, is typical of the approach the brand has taken to introducing fans to its seven fragrance offer, curated by master perfumer Jacques Cavalier- Belletrud.
Located on the ground floor of the atrium of the Landmark shopping centre, the pop-up structure is in an opaque glass dome grounded on a black platform. Resembling a star-ship landing, it features steps up to a small entrance door. Inside the brightly lit space there is the opportunity to browse the brand’s perfumer’s own trunk.