Penhaligons – Selfridges London
Thematic retail window installation and nationwide VM campaign rollout for Penhaligons.
An apothecary-themed Potions & Remedies pop-up for Penhaligon’s, at Selfridges London.
The Client Challenge
Penhaligon’s wanted its Potions & Remedies launch to feel like a genuine Victorian apothecary rather than a standard fragrance counter, exploring hand-crafted elixirs and remedies as a concept, not just a product range.
Edge Retail’s Integrated Solution
We designed and managed a sage-green fixture built around laboratory-style pipework and an illuminated neon “Potions & Remedies” sign, with mood posters for Desire, Serenity, Vigour, Elation and Courage framing a central black apothecary-style display stand. A dedicated testing station let customers sample scents named Vra Vra Vroom, A Kiss of Bliss and Eau the Audacity from glass flasks and rubber-bulb atomisers, with the Vra Vra Vroom bottle itself staged on a tall gold birdcage-style stand.
Impact and Results
The apothecary concept gave Penhaligon’s a genuinely immersive, story-led launch inside Selfridges, turning fragrance testing into a Victorian-remedy ritual rather than a standard sampling counter.
