The concept of a pop-up shop has transcended its status as a mere retail trend – it has seamlessly woven itself into the fabric of numerous retail strategies.
This bricks-and-mortar approach appeals not only to nascent brands striving to build their identity but also to well-established and even high-end luxury brands.
Australian fragrance brand Flâner Fragrances has just opened its first pop-up store in Fitzroy.
Flâner’s launch range of perfumes and candles are available for 10 days only, from Friday, August 18 until this Sunday, August 27.
Although the brand derives its name inspiration from the French word “Flâner,” a concept that embodies wandering without a specific destination in mind, the brand originated in Melbourne in December last year.
True to the meaning of Flâner, the niche perfume house chose Gertrude St in Melbourne as its first home.
Co-founder Andrew Hardeman said: “We’re urban perfumers. We have a lot of customers that supported us from the beginning around here, it’s an area that understands what we are about.”
Fragrance-lined shelves at the front of the store include flâner’s five non-gendered eau de parfums. The range has broad appeal with floral, wood, fresh and gourmand options.
Each carries the bottle’s signature-heavy cap with a fox on top.
Co-founder Mary Fox said each creation was named after a major ingredient or note and paired with the urban story that represents it.
“Great fragrances are transportive,” she said.
“By connecting the technical skill of perfumery with our artistic inspiration we want to take people to a completely different place – a fleeting and transient moment in the urban landscape.”
The Flâner pop-up store is located at 195 Gertrude St, Fitzroy.
Images of the store below:
