Penhaligon’s launch Hidden London Collection

Iconic English fragrance house Penhaligon’s celebrated the Australian launch of their highly original Hidden London Collection with intimate press showings at Agence de Parfum’s Sydney-based showroom, showcasing the scents and their stories to prominent editors and influencers in a British morning tea setting.

Hosted by Agence de Parfum’s National Education Manager Michael Marzano, together with appointed luxury public relations agency Élysée Collective, the series of presentations created an olfactive voyage through each quintessential London location that inspired each of the scents.

Michael took press on an imaginative journey through the central London Boroughs of Belgravia, Marylebone and Kensington, highlighting key historical and architectural references that distinguish each from one another, and the importance that they played in influencing the development of London, shaping it into the great metropolis that it is today.

He then proceeded to draw on the olfactive inspirations that these key locations present to the wearer, as interpreted by famed master perfumer, Fabrice Pellegrin.

Maintaining a traditional British theme, attendees experienced a decadent English morning tea, comprising finger sandwiches and sweet and savoury scones, served with classic teas and elderflower cordial. The room was styled with oversized graphics from Hidden London campaign and vivid florals inspired by the English countryside.

Guests in attendance included Margaret Khoury of Fragrances of the World; editors from beauty and lifestyle publications including Vogue Australia, Grazia, Jones Magazine, Belle,  Elle Australia and The Australian Financial Review; and top tier digital influencer and bloggers.

The Hidden London by Penhaligon’s collection is available in Australian exclusively at Agence de Parfum’s retail arm Libertine Parfumerie, online through, selected David Jones and Myer department stores as well as other niche perfumeries in Australia and New Zealand.