Charlotte Tilbury → Future of Fragrance Experience
Introducing the Future of Fragrance Experience, an immersive pop-up event transporting visitors into the worlds of six different mood-boosting scents, backed by 40 years of research and neuroscience
Design
Charlotte Tilbury
Photography
Alex Kurunis
Production + Installation
StudioXAG
Videography
Alex Corona
Hosted in the sprawling warehouses of London’s Protein Studios and split across six immersive rooms, reception and gift shop, we teamed up with Charlotte Tilbury to bring to life the new Collection of Emotions fragrance range for the first time with a multi-sensory world of magical storytelling.
The collection consists of six unique scents – More Sex, Love Frequency, Joyphoria, Magic Energy, Calm Bliss and Cosmic Power – each with their own personality and each crafted to make you feel a certain way, much like the rooms within the pop-up.
"Working with StudioXAG has been an incredibly seamless experience from start to finish. All challenges were accommodated and handled with positivity, topped by the incredibly organised production team who achieved the most amazing results we could have expected!"
Georgios Koumnas - Global Director of VM, Charlotte Tilbury
Working with neuroscientists from the IFF and backed by 40 years of research, Charlotte Tilbury has harnessed the power of AI to configure ingredient combinations and fragrance notes that affect the brain and elicit the feeling of a specific emotion.
Known for bold spaces, we’ve produced a hyperphysical experience that mirrors the effects of the fragrances and connects with visitors on an emotional level. On entering the pop-up, they are met with a letter from Charlotte herself and asked: How do you want to feel today?
Moving through the space, Charlotte’s voice guides visitors through six rooms, educating guests on the story of the collection and empowering them to choose which emotions they wish to boost.
"StudioXAG are an incredible company to work with, their communication is second to none and the production is such high quality. The entire business raved about how incredible the site was and we would 100% recommend them for any project, you would be stupid to not use them!"
Heather Kennedy, Head of VM & SD, Charlotte Tilbury
The space offers a moment of adventure and escapism, transporting visitors far from reality – through cosmic corridors and magical scent portals – creating the opportunity to truly connect with the brand.
Each room opens up a world of discovery, as the visitor is immersed in colours inspired by healing crystals and props that nod to the theme of the scent, including a retro disco ball unicorn and a red velvet chaise longue. Representing the way the fragrance makes you feel, a series of moments trigger the same emotional response.
“The experience uses big, bold and utterly fabulous storytelling. It is a space that truly epitomises the Charlotte Tilbury brand and connects with visitors through an emotional experience that’s hard to forget.”
Gemma Ruse, co-founder + creative director, StudioXAG
Throughout the week, Charlotte Tilbury will be hosting exclusive, invite-only events, each reflecting one of the six scents: A sound bath in the room of Calm Bliss; glow coaching in the room of Joyphoria; tarot and birth charts in the room of Cosmic Power; and a crystal jewellery workshop in the room of Magic Energy.
Exiting the pop-up, visitors can browse the Charlotte Tilbury beauty and fragrance collections in a custom gift shop.
The pop-up then travelled to Paris’ where it took over the Palais Brongniart.
