A new Maison Margiela Fragrances Pop-up Is Now Open in Singapore

Is it the fragrant aroma of reminiscence permeating the atmosphere? If you are in the Beach Road area, it is likely the latest pop-up from Maison Margiela Fragrance.

We are referencing the House of Memories, which has recently arrived in Singapore. Originating from the scent division of Maison Margiela, anticipate a wonderful and tasty experience featuring a café counterpart, a shoppable and Instagrammable showcase of its products, and nostalgic photo opportunities. Situated in the city center, the House of Memories commemorates the fragrance house's expanding collection of evocative smells within a substantial area that reflects its influence, or more precisely, its sillage.

Familiarity with the brand evokes memories associated with a Maison Margiela fragrance. Each olfactory characteristic from the house, including legendary releases such as By The Fireplace and Lazy Sunday Morning, as well as the cult-favored Matcha Meditation, commences its development journey with a singular sensation. The new pop-up commemorates these memories by recreating them in life-sized tableaux.

In addition to four immersive rooms and a new café, the pop-up coincides with the launch of the new Maison Margiela fragrance, a gourmet smell named Afternoon Delight.

Afternoon Delight, characterized by its sumptuous richness, is inspired by a Parisian café experience, incorporating a café element in the pop-up, and pays homage to the comforting flavors of sweet madeleines. The new fragrance, characterized by its amber and sweet notes, is poised for enhancement.

The Maison Margiela House of Memories is situated at 265 Beach Road, Singapore 199544, and will take place from May 1 to May 18, 2025.