99 Mount Street, London W1K 2TF
Before stepping into this palatial boutique brace yourself with a quick outline of Creed’s epic heritage, for this is the Grand Papa of perfume houses. In 1760, James Henry Creed was commissioned to make a scent for King George III; and what followed was a long, loving relationship between the fragrance house and eminent, high profile royalty and icons - from Napoleon, Queen Victoria and Churchill, to Elvis Presley, George Clooney, Audrey Hepburn and Julia Roberts. And The Queen. THE QUEEN. Seven generations later, the house is now run by father and son Olivier and Erwyn Creed, and they have just opened their first UK boutique on Mount Street in Mayfair - the Grande Maman of shopping districts.
Like the list of glittering names above, the store aesthetics mix tradition and regality with contemporary accents - like the geometric cube display cabinets drenched in a soft ‘old gold’ light, like a modern Marie Antoinette powder room.
The gentle, calm extravagance of the boutique is a good indicator of the perfumes they have to offer. Elegant, joyously high quality and unique, but nothing is too bold or loud. Even the power-petalled Love In White, with it’s creamy white magnolia, powdery iris and rich vanilla is a whisper of a thing (albeit a long-lasting aisle-to-dancefloor whisper). And the superhero-sounding Aventus - a men’s cologne of sexy musk, sharp jammy berries and smokey patchouli, is so soft and sophisticated you’ll mistake it for fantastically-smelling skin. I know this for a fact because it’s what David Beckham wears, and I’ve kissed him on the cheek on three separate occasions *faints*; each time he smelt so delicious I suddenly felt an urge to get all Twilight on him and bite his stubbly, tanned, hot, strong jawline.
Gosh, sorry, where was I? Yes, this is a truly stunning destination for finding a lifelong scent of dreams with a wonderful tale behind it to charm your wedding guests with. Prices may look steep from £165, but if you can’t indulge for your wedding, when can you? After all, it’s what Audrey would do.