We all have two things in common when it comes to fragrance: a weakness for French luxury and an appreciation for a scent that actually lasts. MATIERE PREMIERE brings both to its newly opened flagship in Covent Garden.
Located at 31 King Street, the 708 sq ft boutique opened its doors on the 17th of February, inviting us to discover all about the House’s distinctive “raw material” philosophy.
What is MATIERE PREMIERE?
Founded in 2019 by perfumer Aurélien Guichard with Caius von Knorring and Cédric Meiffret, MATIERE PREMIERE builds each fragrance around one exceptional natural ingredient. That ingredient isn’t used sparingly. Concentrations are said to reach up to ten times the industry norm, resulting in scents that have significantly greater projection and longevity.
That approach is rooted in Guichard’s background. Raised in Grasse within a family of perfumers, trained at Givaudan and having created fragrances for established luxury houses before launching his own brand, he brings unmatched technical discipline and expertise to MATIERE PREMIERE.
The new MATIERE PREMIERE London flagship
The Covent Garden store has been designed by Swedish architectural duo Christian and Ruxandra Halleroed – the names behind retail spaces for Acne Studios, Alaïa and Frame. It marks their third collaboration with the brand, following the Paris flagship on Rue Saint-Honoré and Berlin’s Alte Schönhauser Strasse, both opened last year.
Stainless steel, wood and grey limestone define the space, with bronze detailing and hand-blown pink glass softening the overall finish. The design is restrained and contemporary, in keeping with the brand’s focus on raw materials and construction.
From field to fragrance: the store concept
The layout is divided into two distinct areas: one dedicated to product discovery, showcasing the full global range, and another designed for a more immersive olfactory exploration of the House’s key ingredients, curated by Guichard himself.
Three of those ingredients – Rose Centifolia, Tuberose and Lavender – are grown organically by Guichard in the Grasse region of the South of France, and exclusively for MATIERE PREMIERE. In fact, he’s currently the only perfumer cultivating his own raw materials for use within his brand. Seasonal highlights within the boutique will spotlight these materials, inviting clients to experience the connection between the source ingredient and the finished composition.
The store features the complete MATIERE PREMIERE portfolio, including eau de parfum, extrait de parfum, hair perfume, the hand and body collection, and the recently launched candle range. At the central fragrance bar, visitors can explore 6 ml discovery bottles and create bespoke sets of three or six perfumes.
Speaking on the London opening, founder and perfumer Aurélien Guichard said:
“I lived in London for a couple of years. It is probably my favorite city in the world. Like Paris, it is a city with a strong history, yet driven by an urban energy and a deeply cosmopolitan spirit. Its character is unique. This tension between craftsmanship and creativity is part of MATIERE PREMIERE’s identity.”
For the brand, the UK holds particular significance. “The UK is where it all began for MATIERE PREMIERE. We made our worldwide debut at Harrods in October 2019. From the outset, the collection received an exceptional response from an international clientele in London,” added Cédric Meiffret, founder and general manager.
“London is a retail capital that sets the bar – vibrant and demanding – an obvious choice after Paris. Covent Garden is an iconic, lively, and chic district, where we are excited to write the next chapter of the House.”
Now present in more than 60 countries and over 600 points of sale worldwide, MATIERE PREMIERE continues to favour selective distribution through leading luxury retailers including Harrods, Liberty, Selfridges, Saks Fifth Avenue, KaDeWe, Printemps and Galeries Lafayette.
The brand describes last year’s Vanilla Powder launches – the Eau de Parfum in June and the Extrait in October – as having achieved “remarkable success,” with both releases drawing strong demand across its retail partners.
With its Covent Garden flagship, MATIERE PREMIERE brings its field-to-flacon philosophy to a dedicated London address – offering fragrance enthusiasts a space that is as focused and refined as the compositions themselves.
Key details
Address: MATIERE PREMIERE 31 King Street, Covent Garden, London, WC2E 8JD
Website: matiere-premiere.com
Socials: @matierepremiereparfums
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