Bringing Parisian spirit to Shanghai as China's fragrance market booms

Parisian parfumerie maison Diptyque has opened a limited-time experiential space in Shanghai, highlighting its growing presence in one of the world's fastest-evolving fragrance markets.

The "Un Air de Paris" space, running through October 8 at Zhangyuan near Nanjing Road W., often hailed as Shanghai's Champs-Élysées, combines an exhibition with a pop-up boutique. It also recalls the neighborhood where Diptyque opened its first Chinese mainland store at Plaza 66 in 2015.

Here, the maison's 64-year heritage intersects with the city's iconic shikumen architecture, creating a multisensory "fantasy city" woven from nature, scent and memory.

It traces the maison's journey from its first Paris store on Boulevard Saint Germain to its artisanal savoir-faire and distinctive visual codes. Rare manuscripts, sketches and archives are displayed alongside Parisian rooftop-themed installations and bespoke coffee creations inspired by fragrance.

Exhibits spotlight the brand's craftsmanship, along with 49 classic candles and luxury fragrance collections such as Les Essences de Diptyque, which reinterprets the hidden treasures of nature from lotus and desert rose to bark and mother-of-pearl.

Visitors can compose their own "olfactory diary," while a Shanghai-exclusive city candle, blending osmanthus and green tea, is also available.

From the start, Diptyque was Parisian but always infused with what its founders discovered on their travels, said Laurence Semichon, Diptyque's global CEO, in an exclusive interview with Shanghai Daily.

"We translate that into our stores: Parisian codes integrated with local references. Sometimes we even take local inspiration for global products."

Semichon noted China's cultural influence on the maison, from scents inspired by calligraphy ink and paper to the brand's digital engagement. Speaking about Xiaohongshu (RedNote), China's leading lifestyle platform, she said: "It's a playground. We launched a filter for this pop-up and are already seeing followers create their own Diptyque ovals. It's a way to educate customers while also drawing inspiration – a true two-way dialogue."

China has quickly become one of Diptyque's most important markets. "Fragrance was a small share of the market a few years ago, but Chinese customers became sophisticated in so little time," Semichon said. "We are truly inspired by their appetite for knowledge."

Still, expansion will be deliberate. "We don't wish to expand like crazy, but in a cautious way depending on the city, the neighborhood, the streets," Semichon said, adding she hopes to one day open a flagship Maison Diptyque in Shanghai. Similar large-scale stores are slated for Paris and London next year, each around 400 square meters and featuring workshops, exhibitions and home-scenting experiences.

For Semichon, the Shanghai pop-up reflects Diptyque's philosophy of blending heritage with local resonance, and the enduring value of brick-and-mortar retail. "We aim for physical retail to immerse clients in our world," she said. "It should feel like an extension of their own home."

"Un Air de Paris"

Opening Hours: Through October 8, 11am-8pm

Venue: Building W4, Zhangyuan

Address: 258 Maoming Road N. 茂名北路258号

Admission: Free, with reservations required via the Diptyque's mini program

Tip: International visitors can enjoy tax refunds upon departure.