The new Seven Dials 'lab-boutique' will serve as EPC’s flagship.
Jane Imrie

Perfumery set to launch flagship ‘lab-boutique’ in Seven Dials

A perfume business has chosen a site in central London as the location for its new flagship ‘lab boutique’.

Real estate specialist Shaftesbury has announced that Experimental Perfume Club (EPC) has opened the doors to its new concept at 53 Monmouth Street in Seven Dials.

EPC was founded in 2016 by classically trained (ISIPCA) perfumer Emmanuelle Moeglin, built on her international experience in fragrance design and her passion to make the art of perfumery more accessible.

Since its inception, EPC has hosted visitors at its working lab space in East London, and has also established a brand presence at both Selfridges and Harvey Nichols.

Spanning 550 sq ft, the new Seven Dials space will serve as EPC’s flagship. The site will have an experiential retail offering as well as workshops, one-to-one appointments, private groups and corporate events.

Emmanuelle Moeglin, founder and perfumer at Experimental Perfume Club, commented: “Our ethos at EPC is to bring the art of perfumery to the general public, so having an inviting physical environment in a central part of London is crucial.

“Our new home and flagship in Seven Dials will allow us to grow and expand our educational and experience-led operations, amongst a like-minded and tight-knit brand community.

“We are thrilled to have the exposure to new audiences from this Monmouth Street location and very excited to connect with more perfume lovers in this space.”

Samantha Bain-Mollison, retail director at Shaftesbury, added: “Experimental Perfume Club’s lab-boutique gives visitors the opportunity to have a one-of-a-kind in-store experience and to walk away with a bespoke and personalised product, and it is this sense of uniqueness which really resonates with the Seven Dials community.

“It is brilliant to have another independent brand select Seven Dials for its flagship, and we look forward to working together to build up this important bricks-and-mortar element of their business.

“The entrance of EPC also adds to the distinct character of Monmouth Street, complementing the other customisable product offerings from neighbouring Nappa Dori and Tatty Devine.”

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