Molton Brown has revamped its Regent Street flagship store in London, transforming the space into an interactive retail environment focused on customer experience, fragrance discovery and sustainability. Located on one of the city’s landmark shopping streets, the store represents a key expression of the brand’s retail identity.
The redesign, created by Dalziel & Pow, reinterprets the atmosphere of Molton Brown’s original 1970s hair salon through a contemporary retail language. Natural materials, sustainable features and selected digital technologies define a space conceived to connect product storytelling, service and sensorial exploration.
Interactive fragrance experience and digital retail tools
The store introduces a multi-sensory fragrance experience supported by in-store iPads, augmented reality content and QR codes. These tools allow visitors to explore ingredients, access behind-the-scenes content and engage with the collections through a more layered product narrative.
The Fragrance Finder supports the discovery process by helping customers identify scents based on personality. This digital layer is integrated into the physical store experience, reinforcing interaction without replacing direct product testing.
Fragrance discovery, lounge area and personalised services
The Fragrance Discovery Playground is designed as a dedicated area for sampling fragrances and related products. A resin chandelier with hand-painted rods, inspired by the resin caps of the Eaux de Parfum, acts as a central visual element within the space.
The Lounge introduces a more intimate area for rest, consultation and hand and arm massage services. Personalisation is also part of the retail experience, with gifting services that include wrapped boxes, personal messages, recycled ribbons, bottle engraving and stamped Molton Brown Twill Pouches.
The Salon and the brand archive
The Salon refers to Molton Brown’s first location and functions as a room for private consultations and small gatherings. It also hosts an archive curated with materials and memories from the brand’s history, connecting the contemporary flagship store with its origins.
This area extends the retail experience beyond product display, creating a setting for consultation, storytelling and more focused customer interaction.
Sustainable materials and circular retail solutions
Sustainability is central to the redesign. The store includes plants that contribute to air purification and a herb garden grown through hydroponics, a controlled pesticide-free system supported by LED technology.
The store also features the “Return. Recycle. Reward.” scheme, which allows customers to return Molton Brown plastic bottles for recycling. Materials include FSC-certified wood laminates, low-VOC paints, low-energy LEDs, sustainable floor tiles and cork wall coverings produced in a zero-waste facility using mainly renewable energy.
Furniture is British-made, with attention to reuse and repurposing. The approach includes second-hand props, re-dressed window fixtures for campaigns and strategies aimed at reducing waste wherever possible.
Molton Brown brand identity
Founded on South Molton Street, London, in 1971, Molton Brown is known for British-made fragrance, bath, body, hair and home collections. The company produces its collections in England and operates its own manufacturing facility in Elsenham.
The brand’s sustainability commitments include avoiding animal testing and developing products with attention to environmental impact, while working with a network of perfumers to define its fragrance identity.