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L'Oréal reopens Maison Margiela's Omotesando fragrance flagship, calling the design a world first

L'Oréal Japon has reopened its Maison Margiela Fragrances flagship in Omotesando, wrapping the boutique around an alabaster scent-testing table and a themed "memory library" in what the company calls a world-first store concept.

Illustration: a fragrance boutique built around ritual rather than shelves — a pale carved stone table holding a row of plain unlabelled testers, a tall wall of narrow drawers running back like a library, and a darkened alcove at the rear, with two silhouetted figures sampling and browsing.
Illustration by floortok.com

L'Oréal Japon has reopened the Maison Margiela Fragrances flagship in Tokyo's Omotesando, unveiling a redesigned store that the company describes as built around a world-first concept for the fragrance house. The renewed boutique, at 6-7-10 Jingumae in Shibuya ward, reopened on 16 July, the company said.