Maison Margiela, the conceptual Belgian fashion house founded by Martin Margiela and creative directed by John Galliano today, has opened its first fragrance flagship in Singapore. It’s a new 700 square foot space in #B1-14 Takashimaya S.C. that finally showcases the full range of Margiela perfumery.

maison margiela fragrances
Credit:Maison Margiela Fragrances

The Maison Margiela Fragrances flagship is divided into experiential zones – the most enticing of which is a feature area that will be updated twice a year. Its first form is a facsimile of a Parisian flower market that is the inspiration behind the bestselling Flower Market perfume.

The space is designed in the iconoclastic all-white style that is Maison Margiela’s signature, and features five zones that highlight the different aspects of the brand’s very popular Replica line of perfumes. A quick recap for those unfamiliar: in the fashion house, Replica is a conceptual line of ready-to-wear that reconstructs found garments that the Margiela team sources. For example: a jacket from the ’70s will be carefully remade stitch for stitch, and sewn in with a label that names the style and provenance of the source garment.

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In the fragrance world, Replica is a line that takes memories as olfactive inspiration. A day at the beach and its associated sunny coconut smells, or a dimly-lit jazz club with a smoky mix of whisky and tobacco in the air, for example. Like the garments, each Replica perfume is packaged with a label that describes the provenance and inspiration behind the scent.

Credit:Maison Margiela Fragrances

Maison Margiela Fragrances’ home scent area, which showcases its lineup of seven scented candles.

To mark the opening of this flagship, the brand has set up a Parisian flower market area inspired by Flower Market, one of its bestselling scents. The area will also be updated twice a year to freshen things up. There is also a rather exciting new home scent zone, which showcases the brand’s full lineup of seven candles – all based on existing Replica scents.

maison margiela fragrances
Credit:Maison Margiela Fragrances

Purchases of 100ml-sized Replica perfumes can be customised – from personalised Polaroids and cotton bottle labels to the sleeves and ropes used in the packaging.

At the olfactive discovery bar, there’s also a projector screen that plays emotive and abstract videos that personify each of the brand’s 15 fragrances – now available in sizes of 10ml, 30ml and 100ml. What’s fun is that purchases of 100ml Replica perfumes allow the chance for personalisation.

In addition to getting a nice pouch, you can also customise the cotton label on the bottle; and even print a personal photo as a polaroid and package it with themed wish cards, box sleeves and coloured rope that make for a great personal touch if you’re buying these as a gift.