Challenge

Following a period of continued growth, diptyque sought to reaffirm the brand’s singularity as the pinnacle French perfumer, and at what better opportunity than their 60th anniversary?

The Maison challenged us to create a strong, adaptable global pop-up identity to spotlight a selection of 5 exclusive, limited-edition fragrances.

Insight

At this pivotal moment for the brand, we sought to revisit and reaffirm the fundamentals of its identity—art, culture, design, literature, and travel—through an immersive, one-of-a-kind experience that simulates a journey around the world.

Inspired by The Grand Tour—a centuries-old tradition where aristocrats, artists, and writers journeyed across Europe to gain knowledge through experience—we aimed to revive this lost art of travel through a space rooted in the origins of diptyque. The Maison’s founders, inspired by their own travels, created unique objects from the treasures they discovered around the world.

The concept, created in collaboration with the team at diptyque, was used as the blueprint for pop-ups globally—a world tour for a world tour.

Solution

To showcase five limited-edition scented creations, we designed an experience that captured the essence of each destination through sight, sound, and scent. Visitors journey from West to East and discover unique aspects of diptyque’s heritage at every stop.

In our first destination, Paris – a hot air balloon floated above a large labyrinth-like installation of curved illustrated sheets of paper, evoking the archetypal booksellers of the Seine.

Venice was inspired by the gardens of the Serenissima lagoon, where visitors were enveloped in the lush greenery and reflective beauty of the floating city.

In the Greek village of Miliès, we evoked the region’s traditional stone Pelian architecture, crafting an organic installation of amphorae to highlight the collectable, scented ceramic ovals that disperse the scent of fig and cypress trees throughout the space

The scent of ancient coffee souks beckons visitors to Byblos. Inside a cabana made of natural cords lay the exclusive candle inspired by the Lebanese city, which sat atop a hammered copper pedestal inspired by a traditional briki coffee pot.

The tour ends in Kyoto, the birthplace of ikebana, the Japanese minimalist art of flower arranging. The heady rose and vetiver fragrance was surrounded by a draped chiffon curtain, where visitors could position their flower arrangements.

During the 4-week pop-up, a schedule of interactive events and workshops, including an ikebana workshop, in-conversation with guest speakers from the Perfume Society and Elle Decoration, further immerse visitors into the world of diptyque.

Results

The concept was so successful that it prompted the brand to use it as a blueprint for their anniversary pop-ups worldwide. It was also longlisted for ‘Exhibition of the Year’ at the Dezeen Awards 2022, further solidifying the brand’s position as a leader in luxury fragrance experiences.