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Penhaligon's Portraits Global Fragrance Launch

We supported Penhaligon's global launch of the first chapter of their Portraits collection.

Project Overview

ICON was proud to be selected to support Penhaligon's global launch of four new fragrances for the first chapter of their Portraits collection. The family of perfumes pays a playful and provocative tribute to British aristocracy and the spirit of establishment with each fragrance taking on an archetypal identity through fragrance notes, packaging and individual character. The first of the four new fragrances, 'The Tragedy of Lord George', headline the campaign.

Penhaligon's commissioned ICON's Retail team to ensure that 28 standalone stores, 5 concessions and 2 airside retail units across Europe, America and Asia extended the customer journey of the Portraits campaign from online to instore. Click here to view the UK launch as an immersive 360 experience and contact Laura Gray for similar enquiries.


Project Delivery

Working alongside Penhaligon's VM team, our project manager, team of artworkers and print production specialist brought Kristjana Williams' period modern artwork to life to create an immersive retail environment that reflected the sumptuous and innovative narrative of the campaign. We provided graphic and bespoke solutions, including; window vinyls, textured wallpapers, fitted gold carpets, fabric lightboxes, handmade oversized factice bottles and peacocks and built product display units to create eye-catching window displays and striking interior treatment across London, Paris, New York and Hong Kong.

Delivering an entire campaign simultaneously in various global locations would pose challenges for anyone. However, our rigorous project and logistics management as well as our extensive local knowledge across the three continents ensured that we successfully delivered the project on time, to budget and with a high-quality finish. We helped Penhaligon's achieve a coherent and iconic look for each fragrance and translated the Portrait collection's brand and digital marketing campaign into an immersive and visually engaging retail environment in each store and concession worldwide. Our successful delivery of the global campaign and the eye-catching store finishes embodied the luxurious and playful ethos of Penhaligon's quintessentially British brand.