Matiere Premiere Unveils First German Fragrance Boutique in Berlin
Berlin, January 30 – Matiere Premiere, the independent French perfume house, has officially opened its first German flagship store in Berlin, strategically timed with the start of Berlin Fashion Week. Located at Alte Schönhauser Straße 41, the new boutique marks a significant milestone for the brand, founded in 2019 by Aurélien Guichard, Caius von Knorring, and Cédric Meiffret.
The 38-square-meter space is thoughtfully divided into two distinct areas. One section is dedicated to product discovery and selection, allowing customers to explore Matiere Premiere’s full range of fragrances. The other area offers an immersive journey into selected raw ingredients, such as Centifolia Rose, Tuberose, and Lavandin. These key components are organically cultivated by perfumer Aurélien Guichard in the Grasse region of Southern France, highlighting the brand’s commitment to quality and natural sourcing. Guichard is notably the only perfumer globally who cultivates his own ingredients.
A Unique Approach to Perfumery
Matiere Premiere distinguishes itself through a unique approach to perfumery, focusing on the unadulterated expression of exceptional natural ingredients, often used in overdose. The brand’s name itself, meaning ‘raw material’ in English, underscores this philosophy.
The Berlin store’s design, crafted by the renowned Swedish architectural duo Halleroed, reflects this deep connection to raw materials through a minimalist aesthetic. Halleroed, known for their work with brands like Acne Studios and Alaïa, previously designed Matiere Premiere’s Paris flagship store on Rue Saint-Honoré, which opened in June of last year.
Natural materials such as stainless steel, wood, grey limestone, bronze, and hand-blown yellow glass were chosen to embody both the raw beauty of the materials and the sophistication of modern craftsmanship. The boutique showcases the brand’s complete product line, including Eau de Parfum, Extrait de Parfum, Hair Perfume, the hand and body care range, and the new candle collection.
Berlin: A Natural Fit for Matiere Premiere
Aurélien Guichard, founder and perfumer, expressed his enthusiasm for the new location: “For Matiere Premiere, it makes perfect sense to be present in Germany. Berlin – and Mitte in particular – possesses a raw, creative energy that aligns with our vision. German design, especially the Bauhaus heritage, has always inspired me. Opening a boutique here was an obvious decision.”
Cédric Meiffret, co-founder and General Manager, added, “The German market has been of great importance to us from the very beginning. KaDeWe was one of our first sales locations after our launch at the end of 2019. From the start, we felt that customers in Berlin understood our vision.”
Meiffret further emphasized Germany’s importance, stating, “Today, Germany is one of our three key markets – alongside France and the United Kingdom – where we operate directly through our own subsidiaries. We look forward to the next steps in Germany with great anticipation and aim to further expand our presence here.”
The opening in Berlin signifies Matiere Premiere’s continued expansion and commitment to key European markets, offering fragrance enthusiasts a direct and immersive experience with their distinctive creations.
Source: https://de.fashionnetwork.com/news/Matiere-premiere-eroffnen-erste-deutsche-duft-boutique-in-berlin,1798043.html
