In the 18th century, the royal courts of Europe had one important thing in common: as their kings and queens paced their regal hallways, they would waft behind them pungent aromas from the house of Creed. The luxury perfumery was later appointed by Queen Victoria as an official supplier to the royal household; further heads of state soon followed suit.
As one of the last family-run perfumeries, Creed is now returning from a lengthy sojourn to Paris – where it operated under the patronage of Empress Eugenie in 1854 – to reopen on its home turf of Mount Street in London.
The new boutique showcases Creed’s extensive range, as well as fragrances that have previously been exclusive to other countries. At centre stage is an original perfume dedicated to its new home; The Royal Mayfair – which will enjoy a limited preview in the boutique – is based on a formula originally commissioned by the Duke of Windsor 80 years ago.
The two-floor boutique features striking marble and brass interiors, and a decadently mirrored ceiling. The lower ground floor offers a more personal experience, where guests can arrange bespoke fragrance consultations, just as esteemed individuals like JFK and Audrey Hepburn (not to mention the aforementioned royalty) did back in the day.
As one of the last family-run perfumeries, Creed is returning from a lengthy sojourn to Paris – where it operated under the patronage of Empress Eugenie in 1854 – reopening on its home turf of Mount Street
At centre stage is a new perfume dedicated to its new home; The Royal Mayfair is based on a formula originally commissioned by the Duke of Windsor 80 years ago
ADDRESS
Creed
99 Mount Street
London, W1K 2TF
-
China’s Alila Shanghai hotel is a stylish hub of idle tranquillityAlila Shanghai, the brand's first urban resort in Greater China, is a serene bolthole amidst the pulse of the Jing'an district
-
Pharrell Williams’ latest Louis Vuitton show celebrates a ‘friendship for life’ with streetwear legend NigoLouis Vuitton men’s creative director Pharrell Williams looked towards his long friendship with BAPE founder Nigo to create a collaborative A/W 2025 menswear collection shown in Paris this evening (21 January 2025)
-
Think small, think electric, as Hyundai attempts to revolutionise the classic Indian three-wheelerHyundai’s Micro Mobility strategy, in collaboration with Indian manufacturer TVS, has revealed two conceptual takes on small electric urban transport in a bid to cut the country’s crushing pollution issue
