Parfumerie d'Exception opens in Kuwait

Ultra-niche fragrances are booming all over the world. The Middle East is not alone in this trend. In fact, it is one of the largest and longest established fragrance markets in the world. Here, fragrances are part of the basic attire and reapplied frequently throughout the day.

"Many Arabs also have different scents depending on the time of day or occasion," says Lester J.O Dedman, responsible for launching the concept of Parfumerie d'Exception in Kuwait at Al Hamara mall.

The fragrance market is one of the drivers of the region's retail sector. Consumers in the Middle East spend an estimated $380 annually on perfume which represents five times as much as their European counterparts. The growth of this industry throughout the Middle East represents the highest growth worldwide.

Parfumerie d'Exception, an exemplary concept from Beidoun Group which holds 100% of its ownership, is a gallery housing some of the world's rarest and finest perfumes, essences and oils. These elixirs are for sophisticated connoisseurs who appreciate exclusivity over the commonly factory produced and celebrity endorsed versions.

All of the independent ultra-niche perfume houses use only the best natural ingredients available. Only the finest of extracts are sourced from all over the world, from Burma to Grasse in the South of France. Ultra-niche fragrance houses represented include Mona di Orio, MariaLux, Heeley, Arty Fragrance, Frapin, Puredistance, Grossmith London, Lorenzo Villoresi and 1528 Parfums, to name only a few of the brands listed.

What sets the concept apart from any in the Arab region is its architectural design which is truly a masterpiece: from its 'objects d 'arts' perfume flacons to its massive curving windows and dramatic 'aubergine & champagne' colours.

Open D Group, the design group behind the concept is an international agency founded in Paris in 2002. Gregory Fuller, General Manager for Open D Group in the Middle East, says: "We are creators of space and experiences. Everything has been carefully thought through and designed to welcome the discerning customer. It was a creative challenge to form unity among the different scents and it could have easily become chaos. Instead, the design aesthetics create a warm embracing ambiance that's creates exclusivity, balance and harmony in a cocooned space."

Inspired by the customs that one experiences in daily life, where one to one conversation and exchange is a part of life; Parfumerie d'Exception & Open D Group went a step further and created an all exclusive Private VIP area.

The inviting Champagne-white leather armchairs and couches with comfortable, plush pillows are the perfect supplements to allow VIP's to have a personalised and bespoke sensory experience. Sharing his thoughts on this pioneering portion of the retail space, Fuller says: "This seating area is completely devoted to making the client feel at home, its interior being intimate warm and conducive to that extra touch that VIP's require."

Given the success Lester shares "We are now planning to expand this concept to all GCC countries. There will be one boutique in each major city or country (with the exception of Kuwait, which will have two) to maintain the exclusivity of the concept."

Parfumerie d'Exception, designed by Open D Group, is a true craftsman perfumery and believes that just like a perfume echoes one's personal path, each scent has a story, and each creator is a unique character. Meet yours at Parfumerie d'Exception, a truly unique fragrance shopping experience in Al Hamra Mall, Kuwait.