# Victorian Perfume Retailers The Diptyque London Store by Christopher Jenner Reinvents Luxury By Jana Pijak | Published 2012-09-07 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/diptyque-london References: [frameweb](http://www.frameweb.com/news/diptyque-london-by-christopher-jenner) & [christopher-jenner](http://www.christopher-jenner.com/) The [Diptyque London](https://www.trendhunter.com/trends/diptyques-orpheon) store by Christopher Jenner fuses classic Victorian elegance with modern branding. Transforming a traditional space, the architect and his team have created a [cozy retail environment](https://www.trendhunter.com/trends/neom-wellbeing) that marries both new and old design details. Exuding an air of high-end luxury, this eclectic interior embraces the space's existing colored glass and intricately patterned Victorian accents. Despite of its compact 11-sq-m size, the cozy space extends upwards with a 4m high ceiling that displays [Diptyque's luxe scented products](https://www.trendhunter.com/trends/2025-diptyque-advent). The posh perfumes feature minimalist packaging that is sleek and sophisticated and are showcased in varying glass bottles resembling dainty jewels. In addition to its existing decorative details, the Diptyque London store features traditional wallpaper, casted metal display units and floral tiles that give its interior a feeling of eccentric elegance. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 32% | Activity: 32% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### Key Themes Behind This Trend - **Victorian Elegance:** Architects and designers can innovate by fusing traditional decorative elements with modern branding to create cozy and luxurious retail environments. - **Minimalist Packaging:** Companies can differentiate themselves by showcasing their products in sleek and sophisticated packaging that highlights their products' features. - **Vertical Display:** Designers can take advantage of limited floor space by extending displays upwards, creating an illusion of a larger and immersive retail experience. ### Where This Applies - **Perfume Retail:** Perfume companies can incorporate traditional and contemporary elements in their store design to create an immersive, premium shopping experience that elevates their brand. - **Interior Design:** Interior designers can find new ways to blend traditional and modern elements that create unique and personalized interior spaces for their clients. - **Luxury Retail:** Luxury retail brands can differentiate themselves by creating immersive experiences that showcase their products in minimalist packaging, paired with design elements that exude elegance and sophistication. ## Related on Trend Hunter - [Concept Perfume Stores](https://www.trendhunter.com/trends/perfume-library.md) - [Immersive Luxury Retail Concepts](https://www.trendhunter.com/trends/christian-dior-beauty-boutique.md) - [Multisensory Jazz Pop-Ups](https://www.trendhunter.com/trends/diptyques-orpheon.md) - [Boutique-Style Fragrance Shops](https://www.trendhunter.com/trends/the-perfume-shop-boutique-stores.md) - [Commemorative Luxury Wallpapers](https://www.trendhunter.com/trends/diptyque-2.md) - [Retail Perfume Location Revamps](https://www.trendhunter.com/trends/bloom-perfumery.md) - [Immersive Fragrance Retail Locations](https://www.trendhunter.com/trends/the-perfume-shop-experiential-store.md) - [Museum-Inspired High-Fashion Stores](https://www.trendhunter.com/trends/museuminspired-highfashion.md) - [Book Pile Retail Decor](https://www.trendhunter.com/trends/aesop-store-1.md)