Inside Penhaligon’s theatrical takeover of the Royal Academy
Stephen Jones created exclusive headpieces for the performers
Penhaligon’s marked the tenth anniversary of its Portraits fragrance collection by transforming the Royal Academy of Arts into an immersive theatrical experience on September 21, 2026. The event brought together eccentric characters, bespoke millinery by Stephen Jones, and elaborate set designs to celebrate a decade of the brand’s narrative-driven scents. Held in London’s historic Burlington House, the installation invited visitors to step into a living tableau inspired by the collection’s iconic characters. The Portraits collection, launched in 2016, features fragrances named after fictional aristocrats and eccentrics, each with a detailed backstory and distinctive scent profile. For the anniversary, Penhaligon’s collaborated with set designers and performers to recreate the world of these characters within the Academy’s galleries. Guests encountered actors in period-inspired costumes portraying figures like the Duchess of Dubarry and the Blasted Heath, engaging in scripted vignettes that unfolded across multiple rooms.
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The Secret to a Flawless Autumn Complexion is Sunscreen LayeringStephen Jones created exclusive headpieces for the performers, blending historical references with surreal flourishes to match the collection’s whimsical tone. How the Fragrances Came to Life Through Performance Each fragrance in the Portraits line was represented through a dedicated installation that combined scent, sound, and visual storytelling. Visitors could experience the aroma of Blenheim Bouquet alongside a reenactment of its namesake’s garden party, complete with costumed actors serving tea and exchanging polite barbs. The scent of Endymion was paired with a moonlit scene depicting the hunter’s mythological pursuit, enhanced by ambient music and shifting lighting. According to a brand representative, the goal was to let people „inhabit the narratives” rather than simply smell the perfumes.
Over 5,000 attendees experienced the event across its three-day run, with timed
Over 5,000 attendees experienced the event across its three-day run, with timed entry slots managing crowd flow. What Does This Mean for the Future of Scent-Based Storytelling? The Royal Academy takeover signals a growing trend among luxury brands to use multisensory experiences as a form of extended brand storytelling. By turning fragrance into performance, Penhaligon’s deepens emotional engagement with its audience, moving beyond traditional retail environments. Industry observers note that such events could influence how perfume houses approach product launches and anniversaries in the coming years. The success of this installation may encourage further collaborations between fragrance makers, theatres, and visual artists, blurring the lines between retail, art, and immersive theatre. Frequently Asked Questions What inspired the Portraits collection’s characters? The characters are inspired by British aristocracy, literary figures, and historical eccentrics, blending real and imagined traits to create distinctive personalities that reflect the brand’s heritage and wit.
How long did the Royal Academy installation run? The theatrical takeover was open to the public for three days, from September 21 to September 23, 2026, with advance booking required for entry. Was Stephen Jones involved in the event’s design? Yes, the milliner Stephen Jones created exclusive headwear for the performers, designing pieces that complemented each character’s persona and the overall surreal aesthetic of the exhibition.