mercredi 28 mars 2012

Jovoy, the French Embassy of Perfumery

4, rue de Castiglione, 75001, Paris. Have you written that down? This is the new address of Jovoy, a diamond’s throw away from the Place Vendôme, which inaugurated last Friday in a surprisingly balmy spring weather that had guests spilling out under the arcades. Marc-Antoine Corticchiato (Parfums d’Empire), Mark Buxton (soon presenting his new eponymous brand), Vero Kern (Vero Profumo), Symine Salimpour and Fabrice Olivieri (Hors Là Monde), Neela Vermeire, Claude Marchal (MDCI), Andy Tauer, Tobias Müksch (Humiecki & Graef), Céline Verleure (Olfactive Studio), Christian David (Honoré des Prés), Gérald Ghislain (Histoires de Parfums) and Élisabeth de Feydeau (Arty Fragrance) all turned up to clink glasses.

With its crimson walls, black shelves and antiques, the new, 175 sq. meter Jovoy feels as much as a salon for perfume lovers as it is a boutique: in fact, there is an area at the back where clients can sit down to compare impressions and experience scents at leisure. As was the case in the first boutique of the rue Danielle Casanova, they can be sniffed in amber bottles rather than on strips; full descriptions of each are accessible.

Owner François Hénin, who also revived the historic house of Jovoy, calls his boutique an “Embassy for rare perfumes”, and like embassies, it has a “consulate”: a travel trunk conceived by T.T. Trunks which will bring a selection of 16 scents to five-star hotel guests, either as a “mini-bar” in suites or as a shop-within-a-shop… (depicted in the French post: scroll down).
After all, for centuries French was the language of diplomacy; and with luxury brands from France, England, Austria, Germany, Italy and Switzerland, Jovoy perpetuates the art of fostering international relations in the most civilized of languages…

Fine fragrance brands: Amouage, Andy Tauer, Atelier Flou, Brecourt, Casamoratti, Clive Christian, David Jourquin, Dorin, Coudray, Evody, Frapin, Grossmith, Histoires de Parfums, Honoré des Prés, Hors Là Monde, Hubert Maes, Humiecki and Graef, Heeley, Isabey, Jacques Fath, Jovoy, LT Piver, Parfums de Marly, Micallef, Miller Harris, Masaki Matsushima, MDCI, Neela Vermeire, Nobile 1942, Olfactive Studio, Parfums d’Orsay, Parfums d’Empire, Poiray, Puredistance, Puro, Rancé, Undergreen, Vero Profumo, Visconti, Xerjoff…

Candles, home fragrances, accessories and trunks : Arty Fragrances, CireTrudon, Pop Up, Heeley, Jovoy, Parfums d’Orsay, Sen7 and T.T.TRUNKS

Monday to Saturday, from 11 AM to 7 PM
4, Rue de Castiglione, 75001 Paris
Tel : +33 1 40 20 06 19

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