The Fragrance Shop has opened a new experimental flagship store on Oxford Street in London that includes what is claimed to be the UK’s first-ever AI fragrance creation machine.
The 2,300 sq. ft. flagship site promises to offer “an unparalleled fragrance shopping experience like no other,” with interactive stations and innovative features that create “a sensory journey that transcends traditional shopping”.
The concept is part of the retailer’s strategy to “set a new standard in fragrance retail”. Features include a wider assortment of fragrances to cater to every individual’s taste. It also boasts ‘Lift and Learn’ wall bays and tables, allowing shoppers to browse best-selling fragrances, access exclusive content, read reviews, and discover more about the retailer’s loyalty programme, MYTFS.
The store also offers the AI fragrance creation machine developed in partnership with EveryHuman. The AI-guided ‘Algorithmic Perfumery’ experience allows visitors to create personalised scents in-store.
The Fragrance Shop currently has more than 200 stores across the UK.
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