The term “storied heritage” can often sound like a cliché. However in the case of the perfume house Creed, the description is most apt as the company has a rich, long and fascinating history and is the only perfume house in the world that is still in the ownership of founder’s family. Creed has now opened a boutique in Mayfair, its only boutique in the UK – and revisits its London origins for the first time since 1854
Creed was established as a tailoring company in 1760 by James Henry Creed in Conduit Street, Mayfair. In 1781, he created Creed’s first perfume – Royal English Leather – in honour of George III. The company soon became a favourite of the British aristocracy and Queen Victoria appointed the house an official supplier to the royal household.
The new Creed boutique on Mount Street, Mayfair
Creed was not only favoured by the British monarchy but also was adopted by all the courts of Europe – Napoléon III and Empress Eugénie of France, Emperor Franz-Joseph and Empress Sissi of Austro-Hungary and Queen Christina of Spain. This lead to Empress Eugénie in 1854 to invite Henry Creed (the son of James) to move the company from London to Paris where it soon developed a reputation for the “rare beauty, quality and exclusivity” of its fragrances.
Creed is still family-owned (in its seventh generation), still based in France, still carrying on its grand traditions and headed now by a direct descendant of James Henry, master perfumer Olivier and his son Erwin and is renowned for using the highest quality ingredients, hand-blended original perfumes which marry historical family techniques and values also well as constantly innovating.
The house has produced over 200 fragances and they are worn by figures as diverse as Michelle Obama and David Bowie, with its scents Fleurissimo, Green Irish Tweed and Silver Mountain Water recognised as fragrance classics.
The interior of the Mount Street Creed boutique
Glass was lucky enough to meet both Olivier and Erwin Creed at the opening of the Creed boutique in Mayfair, as the house returns to its origins, where father and son explained their approach to perfume creation “we start with the name and build the scent around this”, how they only use the best quality ingredients, long abandoned by many other perfume houses and their plans for the future. Erwin was asked about how it felt to carry this heritage, “very proud of the heritage” and that he had a great sense of family and the responsibility of continuing it.
The Mount Street boutique opening has been timed with the release Creed’s latest perfume the appropriately named Royal Mayfair, that will be previewed at the Mount Street boutique for a limited period.
Intended as a scented haven of luxury and sophistication, the Mayfair boutique invites guests to explore the rich heritage of the House of Creed while celebrating all that makes Creed so unique – from its rich history that originated in London and is now globally renowned, to its integrity as a true luxury fragrance house demonstrated by the complexity, sophistication and breadth of its range.
The new boutique designed by architect Can Onaner
The new UK flagship store exhibits the vast library of Creed’s much-loved scents, in a luxurious environment and will house the widest selection of Creed fragrances in the UK and plan to introduce some which have previously been exclusive to other countries that cannot be bought elsewhere in the UK.
The Mount Street boutique was designed by architect Can Onaner, and is on two floors with interiors, made to the highest specifications, which aim to give the impression of structure, symmetry and infinite space, with a clear geometrical design organising the shop both horizontally and vertically that the house intends to “reflect the opulence and luxury” of the house of Creed.
by Caroline Simpson
Creed, 99 Mount Street, London, W1K 2TF
Mondays-Saturdays 10am-6pm
Tel: 020 7495 1795