Jo Malone London Has Launched An Innovative New Fragrance Exhibition

For so many of us, selecting a fragrance is a lengthy process involving bouncing from store to store, smelling copious amounts of different scents, and finally deciding on the perfume which speaks the most about us.

Now imagine this happening online. Fragrance selection, be it for oneself or for a loved one, is best done in person if a preferred brand hasn’t been decided. But what happens when we buy perfume we don’t end up liking?


Cue the ever-evolving concept of the immersive event which could be a solution to unwanted purchases, providing a space to discover the story of a perfume or brand that inspires.

Luxury perfume brand Jo Malone London is making the most of the relatively unexplored method of fragrance selection and will be launching a spring-themed pop-up in central London to showcase its limited edition Blossoms collection.


The interactive Blossoms Daze exhibition will span over two days at the Victoria House in Bloomsbury, London on Friday 29th and Saturday 30th March.

As the event is a celebration of the brand's latest collection, guests can expect a wealth of beautiful flowers while getting an exclusive first look at the new fragrances.

Discover the inspiration and notes behind the new perfumes in the form of scent booths, a video projection room and photo booths. Guests can also participate in alternative workshops, for example, marbling and glass tinting (using the iconic Jo Malone candle jars).

On Friday March 29th, two exclusive fragrance masterclasses will be hosted by master perfumer, Marie Salamagne, and will feature revelatory creation methods and how to discern the most suitable scent.


General access to the activation is complimentary and VIP tickets (£25) include two fragrance masterclasses with master perfumers. To book tickets and find out more, visit Eventbrite.