Founded in 1799, Atkinsons has created scents for prominent figures through the centuries, from Beau Brummell to Admiral Nelson. Its latest limited edition fragrance, however, is not to honour a person, but an address: 41 Burlington – in the arcade where the heritage brand is opening a new boutique.
Opening on November 23, the Christopher Jenner-designed store spans three floors, with the ground floor housing a perfume bar in Rio Nero marble and glass. Upstairs in the salon, customers can have a private perfume consultation, using for inspiration the archive books filled with scents created for Atkinsons’ past clients – including George IV and Queen Victoria. In the basement, beauty and grooming treatments include a cut and beard trim (£65), and a cut and blow dry (£70).
The new address is just round the corner from 24 Old Bond Street, where the company first took up residence in 1832. “The modern notions of lifestyle and taste were invented by the Georgians, who clamoured for novelty yet were meticulous about restraint. That tension is the essence of our aim for the new Atkinsons Maison.” says Jenner.
The limited edition unisex scent (£180 for 100ml EDP) itself has a geometric shape that references the arcade’s radial lines; it will be produced in a run of 1799 bottles. Created by nose Julie Pluchet, it has notes of liquorice and bay leaf with hints of pimento and cardamom – and packs a wintery punch.
The scent is the start of a new series of collaborations, says CEO Dino Pace – each year Atkinsons is planning to launch a limited edition fragrance with a well-known designer or artist.