Diptyque celebrates 50 years of fragrance. Courtesy of Diptyque
“It’s all so rich. The history of the brand, the design, the drawings, the raw materials, the artistic background, the founders, what we do now,” begins Eric Cauvin, commercial director for Diptyque. Standing in the Parisian brand’s pop-up in Dubai Mall, it’s not hard to see what he’s referencing. A wall of postcards features illustrations taken from nature, whimsical quotes and the brand’s most famed perfume bottles, which stand in front, waiting for customers to discover the various juices inside. “Every little detail is on display,” he continues. This is the concept of the pop-up, to celebrate the mastery of 50 years of Diptyque fragrance.
“Diptyque is very simple but very sophisticated,” says Cauvin, “The design is important, it’s timeless.” Even after launching in 1961, the brand – which offered its first fragrance seven years later – has stood the test of time. “Diptyque was one of the first non-gender brands. Now a lot of niche brands are doing it,” he continues. Weaving visitors around a multisensory journey, the pop-up allows them to discover the rich history of Diptyque, including the stories behind some of its most famous and best-selling scents.
Giving many a glimpse into the world of haute parfumerie they may not have experienced before, you are sure to find a respect for the art. An interactive “bar” is at hand to discover the over thirty of the finest raw materials Diptyque uses, whilst other workshops and shopping experiences will be held throughout the week. “We keep faithful to the spirit of our founders,” concludes Cauvin, “We go back to our roots.” Roots that you too can fall in love with until September 29 in Dubai Mall.
