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Gertrude Street
Fitzroy, VIC 3065
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The Details

Scent is arguably the most powerful of all the senses—it can transport you to another place, or a different time. Born out of a warehouse and raised in Melbourne, Flâner Fragrances is a niche fragrance house that are all about using scent to tell a story, with each product in their perfume line developed with a distinctive profile and place in mind. Although they only launched in 2022, they’ve already developed a keen following, and are now opening up their very own boutique store on the iconic Gertrude Street in Fitzroy.

The current range includes Manhattan Cherry, a boozy maraschino cherry scent that falls under the amber gourmand family, evocative of the speakeasies of Manhattan. If you’re looking for something lighter, there’s Vive la Fleur, a floral fresh scent reminiscent of Paris in the springtime. Yakisugi Wood is a heady amber wood perfume, inspired by the art of wood preservation with fire from ancient Japan.

The range, which is non-gendered, vegan friendly and cruelty-free to boot, is all about whisking you away to another city, something which the co-founders Mary Fox and Andrew Hardeman, call “urban perfumery”.

Even the name, Flâner, is a French phrase that describes the languid art of wandering through a city without any particular destination or objective. Hardeman says, “Good fragrances are transportive, great ones are sensorial. We wanted to provide people with this space to share the artistic story that matches the scientific formulation behind each creation.”

The space lies in a previously untouched barber shop that has lain dormant for 60 years. With timber walls, a marble counter, and lines of perfume bottles on every shelf, the flagship is reminiscent of an apothecary. Alongside their perfume, there is a perfumer’s palette of over sixty oils to smell. A permanent address means new scents to come next year. “We will use the store to share smaller batch creations, host events and test some new formulations. We want to use the space as a sensorial playhouse,” says Hardeman.

Image credit: supplied