FLOWER POWER: Jo Malone London has set up a quiet retreat in central London for the brand’s first immersive installation, which will run from Friday until Sunday. Situated at Victoria House, next to Holborn Station, the underground venue is bringing the brand’s latest limited-edition fragrance, Frangipani Flower, and the Blossom collection to life.
“The collection really called for an experience like this because it is so vast, and I really wanted to be able to transport people to another world. We’re a creative fragrance brand, so we’re not only exploring with ingredients, but with our launches,” said Wandjina Glasheen-Brown, creative director of Jo Malone London.
Upon entry, visitors are guided through a visual installation. Water droplets are designed to fall randomly from the ceiling into a basin beneath, and the ripples trigger the formation of different color patterns.
On the other side of the installation and in the main room, blossoms are arranged on a long acrylic table in a gradient from yellow to red, mirroring the colors of the new Blossom collection.
A view of the Jo Malone London Blossoms Installation.
“This is going to be a place to come and relax, I want people to have the time and space to really take this