British beauty house Molton Brown has revamped its flagship retail space within World Duty Free’s main travel retail store at London Heathrow Airport Terminal 5.

The new in-store design pays tribute to the brand’s first salon, which opened on London’s South Molton Street, more than 50 years ago, in 1971.

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Fragrance history and heritage

The Molton Brown store space has been refurbished to highlight the brand’s values of quality and individuality, and underline its leadership within the fragrance category. It offers an immersive and multi-sensory in-store experience delivered through both online and offline touchpoints.

The new personalised space gives a contemporary twist to the calming, botanical ambience of Molton Brown’s original salon, through natural materials, sustainable features and carefully selected virtual technology.

The focus of the site is a statement Fragrance Discovery Bar which showcases Molton Brown’s extensive scent portfolio, and allows shoppers to discover the brand’s unique fragrances in a dedicated, sensory space.

Elsewhere within the store, shoppers can explore the brand’s travel retail exclusive releases, and use the innovative Fragrance Finder to discover the scent that best suits their personality.

One-to-one personalised treatments are available – including hand and arm massages using lotions and fragrance layering – to create moments of calm and self-care. Passengers can also personalise their purchases through the store’s luxury gift-wrapping service.

A multi-sensory experience

Digital touchpoints, designed to create an immersive, multi-sensory experience, aim to bring the Molton Brown brand story and fragrance collections to life. These include in-store iPads and AR technology, in addition to hologram displays that showcase Molton Brown’s ongoing sustainability journey.

Molton Brown Travel Retail Sales Manager Sophie Sponagle commented: “We are thrilled to unveil this new-look store within World Duty Free at Heathrow Terminal 5. This space both celebrates the brand’s heritage, and showcases our latest innovations, in a setting which really brings the Molton Brown ideals of quality, individuality and heritage to life for shoppers in a tailored and exciting way.”

She added: “The Terminal 5 counter is the pinnacle of the Molton Brown experience in travel retail, celebrating the heritage of this iconic brand with a real destination for fragrance-first experiences, enhanced by digital touchpoints to ensure a personalised journey for every shopper.”

World Duty Free Head of Beauty for Dufry in the UK Delphine Poultney noted: “We are very proud of the long-standing relationship we’ve enjoyed with Molton Brown, which is such a beautifully crafted and quintessentially British brand.

“This new-look space in our main World Duty Free store at Heathrow Terminal 5 is fully answering our aim to deliver memorable experiences in our stores. Customers will remember discovering the beautiful Molton Brown products and fragrances in this welcoming environment.”