Liberty’s perfume room has always been an Aladdin’s cave of glinting flacons and celestial scents, and it has forever championed niche brands over juggernaut department-store stalwarts. It’s a shop that helped brands like Editions de Parfums Frederic Malle, Escentric Molecules and Byredo establish themselves as major perfume heroes, shaking up a once staid and traditional industry that centred on fashion houses as opposed to fragrances themselves.

It makes perfect sense then for Liberty to be holding its first Alternative Fragrance Festival in a disappearing store on the fourth floor. Starting from 23 March the pop-up space will feature a collection of unique perfume posters, vintage perfume bottles available to buy and a selection of the fragrance hall’s most celebrated olfactory treats. Then, from 30 March the space will evolve to house a retrospective exhibition of cult perfume bottle designer Pierre Dinand’s work – Dinand is the man behind Yves Saint Laurent’s Opium bottle, Calvin Klein’s Eternity and Clarins’s Eau Dynamiste. The man himself will be talking to the founder of Vilhelm Parfumerie, Jan Ahlgren on 1 April to round off a series of olfactory events with the likes of Azzi Glasser of The Perfumer’s Story and the senior curators of the upcoming perfume exhibition to be held this June in Somerset House.

We’ll certainly be sticking our noses in more than once over the festival period.

For more information on the festival and to purchase tickets to the events visit