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Discover Maison Diptyque, the brand’s new concept store for scents and objects

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Translated by

Cassidy STEPHENS

Published



Apr 19, 2024

This Thursday April 18, Diptyque opens a new concept shop called Maison Diptyque. Located at number 7 rue Duphot in the 1st arrondissement of Paris, this 400-square-metre space, previously occupied by a restaurant, is spread over two floors and divided into twelve spaces showcasing the entire range of products from the Parisian house: fragrances, candles, but also collections of heterogeneous objects.

Top left: space dedicated to the refills. Bottom: a showcase of the brand’s fragrances. Right: the bathroom and the brand’s bath offer that can be tested. – FNW

“We fell in love with the place,” says Emanuela Bauriaud, Head of France at Diptyque. “It had a soul, even though it looks very different today after two years of renovation.”

Conceived by Diptyque’s design teams, the store offers a poetic stroll through several spaces. As they open the doors of the boutique, visitors are first greeted by walls of candles and fragrances, the brand’s flagship products, and then the visit continues with the discovery of the ephemeral space that will be occupied until June 24 by Café Verlet. This Parisian coffee house, which dates back to 1880 and with which Diptyque has recently created a collection of candles, will be offering customers a gourmet break.

The first floor takes on the feel of an aesthete’s Parisian flat. This is reflected in the sumptuous bathroom, at the heart of which is a mirror in the oval shape of the Diptyque perfume bottles. In this décor of mosaic, marquetry and stone, the brand’s bath collection is on display. A deep green curiosity room showcases Diptyque’s refillable products, such as refills for hand washes and solid perfumes, as well as the refillable candles launched in September. The room also features a series of unusual objects that give a second use to traditional Diptyque candles.

The boutique also features a space dedicated to Diptyque’s decorative collections, including handcrafted pieces produced in limited editions, and a unique winter garden created by florist and horticulturist Stéphane Chapelle, which houses a tree house to keep children occupied while their parents visit.
 
A new feature of the shop is a discreet lounge where customers are invited to personalise their candles by choosing from around thirty imposing jars and eight candle scents. “The candle is then made in our workshops in France, and you have to wait about six weeks to receive it,” explains Emanuela Bauriaud, pointing out that the prices of her “semi-measure” candles start from 500 euros.

Left: the ephemeral space occupied by Café Verlet. Top right: the workshop space dedicated to personalising candles. Bottom right: showcase of the brand’s candles. – FNW

A premium setting combining beauty, art and services

Another new feature of Maison Diptyque is a room dedicated entirely to workshops. The programme includes flower arranging, painting, potting, etc. Workshops will need to be booked online and will be subject to a charge. However, the amount invested will be put towards a voucher to be spent in the boutique.

Founded in 1961 by three friends: Christiane Gautrot, Yves Coueslant, and Desmond Knox-Leet, whose painting can be seen in the boutique, Diptyque now has eight boutiques and four corners in France, in addition to its network of retailers. The brand explains that it is planning to open a new store, but has not shared the name of the town.

As for the Maison Diptyque concept, a second showcase will open in 15 days on New Bond Street in London, a tribute to the brand’s roots, since one of its founders is British. This premium, XXL boutique concept (by way of comparison, the Diptyque boutique on rue de Passy is 120 square metres and the Francs-Bourgeois boutique around twenty) is set to open in a number of major cities around the world, although the brand remains discreet about its plans and projects.

Bought in 2005 by the Manzanita Capital fund, owner of Malin+Goetz and former owner of Byredo sold to Puig, Diptyque reached sales of 94 million euros in 2020. The brand, which is present in some fifty countries, has around 120 shops worldwide and is soon to launch in India.

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