Lush reveals possibility of permanent scented cinema

Lush Cosmetics has revealed that it is planning to create a permanent scented cinema this year.

Reaction to its earlier Scented Cinema pop-ups were very positive
Reaction to its earlier Scented Cinema pop-ups were very positive

The brand originally created a pop-up scented cinema experience in December 2015 in its Oxford Street store, where it enlisted Studio-Tag to help transform the lower ground floor into a 16-seat cinema.

Suzie Hackney, creative direction for Lush, told Event: "Cult classics and favourite Christmas movies were scented with our perfumes, including snacks and drinks with fragrance-inspired flavours and a box of props to smell and wear during the film."

The retailer’s Gorilla Perfumes brand was showcased as part of the activity, with references throughout the space.

"We had a great reaction from customers and, as a result, are now planning to create a permanent scented cinema this summer." 

More: In pictures: Lush reveals second perfume-focused installation in London.

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