August 29 2014

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Diptyque Celebrates Its 50th, From Boulevard Saint-Germain To Bleecker Street


This past spring, Diptyque celebrated its 50th anniversary by debuting Les Invites du 34, room and body fragrances inspired by the mélange of aromas at its 34 Boulevard Saint-Germain flagship in Paris. Seven months later, the birthday celebrations continue in New York. “We’re redesigning the brand through a storytelling environment,” Christopher Jenner of the U.K.-based design firm Jenner Studios told of the concept behind the overhaul of Diptyque’s Bleecker Street store in the West Village. “The new proposition is based around journey, eccentricity, and craft,” Jenner continued of the visual direction, which is meant to harness New York’s traditions, its historic locations, and its unique heritage. As such, 200 hand-painted mirrored panels illustrated with the city’s original highline railroad circa 1890, the Brooklyn Bridge, and the Chrysler building hang on the walls, held together by stainless steel bindings that hark back to America’s rich industrial past. Handcrafted tables boast American walnut wooden legs and any remaining wall space is adorned in custom-printed wallpaper designed to resemble patterns preferred by the Mohawk Indian tribes that used to call New York State home. The scents of the original Parisian boutique are well represented here, too, thanks to three just-launched, limited-edition extensions to the Les Invites du 34 line. Three of Diptyque’s favorite contributing perfumers have reimagined the anniversary scent’s blackcurrant, citrus, clove, cinnamon, cardamom, and tuberose eau with Curiositiés, Olivia Giacobetti’s woody, charcoal-infused scented candle; Eau Mage, Fabrice Pellegrin’s graphic, green mandarin, cashmeran, and cumin eau de parfum; and Eau Particulière, Olivier Pecheux’s rose, musk, and mint multi-use spritz. Between the sights and the scents, the new space borders on sensory overload—in the best possible way.

Photo: Courtesy of Diptyque