# Immersive Cityscape Shops Diptyque Created Travel-Themed Experiences in Selfridge’s Corner Shop By Laura McQuarrie | Published 2021-08-16 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/selfridges-corner-shop References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/news/article_page/Diptyque_takes_over_Selfridges_Corner_Shop_with_cityscape_experience/178590) To celebrate its 60th year in the fragrance business, luxury French house [Diptyque](https://www.trendhunter.com/trends/travel-inspired-candles) is carving out a space for itself within Selfridge’s Corner Shop. For four weeks, the brand will be offering an [immersive experience](https://www.trendhunter.com/trends/la-beaut-louis-vuitton1) that encompasses the brand's history and turns in-store destinations into inspiring cityscapes. Drawing from the scents of the [Grand Tour collection](https://www.trendhunter.com/trends/diptyque-6), the brand is channeling the qualities of European and Asian cities; the city of Paris, for example, is represented by a romantic hot air balloon and illustrated paper sheets reference the location where the brand first opened its boutique. After extended periods of time at home, people are craving a sense of escape and brands are delivering travel-themed experiences to provide new sensory experiences. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 62% | Activity: 73% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Travel-themed Experiences:** Brands are creating immersive experiences that transport customers around the world, adding value through novel sensory stimulation. - **Immersive Retail:** Retail brands are extending the shopping experience by creating live action environments, encouraging deeper product engagement and customer interaction. - **Celebrating History:** Brands are utilizing historical milestones as an opportunity to create exciting new in-store experiences, driving customer engagement and brand loyalty. ### Who This Affects Most - **Luxury Fragrance:** Luxury fragrance brands are leading the way in creating immersive retail experiences and driving sales through story telling. - **Retail:** Retail brands are looking to build engaging in-store experiences that create novel ways of interacting with products and boost in-store sales. - **Travel and Tourism:** Travel and tourism brands can leverage their unique selling proposition to create sensory travel-themed experiences that engage customers and drive brand loyalty. ## Related on Trend Hunter - [Multisensory Jazz Pop-Ups](https://www.trendhunter.com/trends/diptyques-orpheon.md) - [Rejuvenated Concept Candle Stores](https://www.trendhunter.com/trends/candle-stores.md) - [Immersive Fragrance Retail Locations](https://www.trendhunter.com/trends/the-perfume-shop-experiential-store.md) - [Fragrance-Focused Escape Rooms](https://www.trendhunter.com/trends/perfume-themed-escape-room.md) - [Multi-Sensory Fragrance Destinations](https://www.trendhunter.com/trends/mega-experience-center.md) - [Immersive Luxury Retail Concepts](https://www.trendhunter.com/trends/christian-dior-beauty-boutique.md) - [Premium In-Store Experiences](https://www.trendhunter.com/trends/lancomes-domaine.md) - [Emotive Fragrance Pop-Ups](https://www.trendhunter.com/trends/the-future-of-fragrance.md) - [Cherry-Themed Bar Pop-Ups](https://www.trendhunter.com/trends/phlur-and-space-nk.md)