As you walk into the new Jo Malone store the boutique is filled with a delicate blend of orange blossom, cucumber, and rose (among others) scents. The fit out is cream and mirrored, filled with boxes of cream and black packaging, glass bottles and round candles.
As with many international luxury brands, flagship stores have design restrictions on the look and style of their fit outs and branding. Jo Malone, the British fragrance house, is no different. Their new Auckland store, within the Ernst and Young building in Britomart, doesn’t deviate from the global Jo Malone look, but that is neither here nor there. The brand has been so successful because it exactly embraces an elegant luxury, from their cream and black packaging, to their sweet and seductive scents, and their modern yet classic store fit-outs. Why switch that up?