Guerlain deploys fragrance boutique concept internationally

One year after a first opening in Paris, Guerlain has inaugurated its second fragrance boutique, dedicated to the perfumery art the maison has been practising for 190 years. The store is located at 52 avenue Louise in Brussels.


Guerlain's Brussels store - Morrec

Inside the store, the Guerlain perfume collections are grouped into four olfactory families, for a total of 110 different scents. A digital consultation service is available for customers, to discover their olfactory profile and make the ideal choice. Once a fragrance has been selected, the customer is invited to the personalisation atelier, where they can choose their preferred bottle shape and colour, engrave a message and select ribbons and bows to decorate the bottle, making each perfume a unique creation.

The LVMH group's fragrance label has already announced an "ambitious" international deployment plan for its perfume showcase.

Translated by Nicola Mira

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