in Florence, Italy

The new fragrance concept store opened in Florence, the birthplace of modern perfumery during the Renaissance, in via dei Calzaiuoli 94/96

On Tuesday 12th November 2019, Lush opened the first stand alone Perfume Library in the world, following the success of the opening of two in-store Perfume Libraries in Lush Liverpool (UK) and Lush Shinjuku (Japan). The new concept and destination store opened its doors at 11 a.m. in the historical centre of Florence, an inspiring location full of history, knowledge and creative energy.

Perfumery for Lush has always been a medium of expression in an artistic and unadulterated manner. Inspired by art, poetry and culture, fine fragrances are blended using the world’s best essential oils and absolute. 

The Lush Perfume Library in Florence houses the largest collection of Lush fragrances in the world; including a new collection of in-house perfumes revealed on the opening day, which takes customers on an olfactory journey inspired by the city of Florence and the Renaissance.

A unique place to awaken and arouse the senses, the shop offers visitors a spectacular perfume consultation based on humoural theory and the use of perfume as medicine in the Renaissance – a period when fragrance was a bespoke prescription suited directly to the needs of the individual, with the ability to rebalance the body and provide protection against illness.

A multi-sensory interactive playground

The Lush Perfume Library also features the brand’s largest collection of Body Sprays voted by the #LushCommunity, including new exclusives only available in this shop in via dei Calzaiuoli 94/96.

Alongside the fragrances, it houses a book collection of more than 70 titles on essential oils, aromatherapy, history and regeneration. The literature on sale aims to share insights on the art of perfumery, its creation process and the inspiration behind the new concept store.

A multi-sensory area invites customers to delve into a playful, never before seen, interactive perfume experience which uses technology, music and lighting to bring the scents to life. 

And, as a first for the brand, tech devices using e-Paper screens technology display information on each product in three languages (Italian, English and Simplified Chinese) when scanned using in-store testers – cutting out the emissions associated with printing and shipping new signage to the shop!

Regeneration: a new renaissance in perfumery

On November 12th 2019, Lush also revealed a world exclusive and game changer in the fragrance world: the very first activist perfume ‘Grassroots’ – 100 ml, €50 – launched as an exclusive preview in Florence for the opening and now available in the Lush Perfume Libraries (Liverpool, Poole, Shinjuku, Munich and Seoul) only. 

Made with regenerative oils – Geranium Oil from Kenya, Rosewood Oil from Brazil, Ylang Ylang Oil from Ghana and Vanilla Absolute from Uganda – and organic ethanol, it will support organisations aligned with Lush’s ethics in the areas of environmental conservation, animal welfare and human rights. 

With every sale of Grassroots, the brand donates all proceeds (minus the tax) to small grassroots organisations to continue their work on the ground creating real lasting change. By purchasing Grassroots, customers have the opportunity to be part of a real regenerative action, giving something back to the planet.

AR experience: follow your nose!

Launching alongside the opening of the Lush Perfume Library, is a brand new, Florence inspired, feature on the #LushLabs app – available on iOS and Android – to experience a virtual fragrance gallery. Get ready to immerse yourself in the heart of the city, in the history of the Renaissance and walk through the inspiration behind the Florence collection of fragrances!

#LushPerfume #LushLabs

 For further information on the Lush Perfume Library or for interview opportunities, please email [email protected]