Maison Margiela Fragrances Opens Pop-Up With Cafe Experience
TL;DR? Just follow your nose to Beach Road.
If you’ve been waiting for a sign to romanticise your everyday rituals – or simply want your weekend plans to smell a little more expensive – Maison Margiela Fragrances has just the thing. Until May 25, the cult-favourite scent house is opening the doors to a dreamy, all-white shophouse at 265 Beach Road. Dubbed the “House of Memories,” this immersive two-storey experience blends perfume, pastries, and pure olfactory escapism, all wrapped up in Maison Margiela’s signature minimalist charm.
Fresh off its whirlwind pop-up tour in various countries including South Korea and China, the Replica experience finally arrives in Singapore – and it couldn’t come at a better time. With #PerfumeTok in full bloom and Gen Z’s nose for narrative in overdrive, this sensorial showcase couldn’t be more relevant.
The House of Memories will be open to the public from May 1 to 18.
At the core of Replica lies the brand’s mission: to bottle universal memories into wearable moments. Here, that concept is turned up to eleven. Each room reimagines a familiar scent story – think the comforting haze of the weekend inspired by the Lazy Sunday Morning in an apartment or the cosy crackle of wood inspired by By the Fireplace – through immersive installations that you can touch, feel, and of course, sniff.
The immersive setup at the House of Memories is designed around various installations – like a cosy bedroom scene – to evoke memories through scent.
The Replica Fantasies Eau de Parfum collection (Soul of the Forest, Flying, and Dancing on the Moon) is showcased in the Fantasy Box – a dark and futuristic mirrored chamber with multimedia projections full of trippy vibes. It’s surreal, dreamlike, and completely made for the moments for your social media.
The Fantasy Box room is a dedicated space for the Replica Fantasies Eau de Parfum collection.
Tucked on the first floor is a cafe run by the folks from the popular Equate Coffee, inspired by Replica’s latest Afternoon Delight Eau de Toilette. Imagine this: a scent that channels golden-hour glow and the buttery bliss of a fresh madeleines Now imagine that scent infused into a Parisian-style cafe, complete with pastries and rich lattes.
The Afternoon Delight Café is inspired by the latest Replica Eau de Toilette of the same name.
To elevate the experience even further, Maison Margiela Fragrances is teaming up with two local creatives – Baremetal and Hier Goods – for exclusive hands-on masterclasses that blend scent, memory, and self-expression.
The cafe menu is inspired by the scents in the Replica collection, featuring pastries like the 'Soul of the Forest' (an iced latte) and a black tea cake with Maison Margiela's signature white stitching, aptly named 'Dancing on the Moon' after the Replica EDP.
First up, Baremetal (happening on May 5 and 6 at 6pm) is known for hand-forged metalworks. Think timeless, tactile pieces – and now, a Replica-bottle-shaped keychain you’ll personalise on the spot. Later in the month, Hier Goods (happening May 15 and 16 at 6pm) invites you to slow down at their wax sealing workshop. Write a heartfelt note, seal it with wax, and walk away with a framed keepsake that feels straight out of a Jane Austen x Gen Z crossover.
Did we mention you’ll also walk away with goodies worth up to $150? We’re talking a $50 Lazada voucher, discovery kits for Replica’s fragrance and body collections, and even a mini Replica candle.
To find out more about the House of Memories exclusive sets and gifts with purchases, please visit the Maison Margiela Fragrances House of Memories Lazada microsite here.