Liberty is excited to announce the launch of its first-ever pop-up retail space for the LBTY fragrance collection, located in the Turbine Hall A of Battersea Power Station. This marks a significant step in LBTY. Liberty Beauty’s distribution strategy, as it extends beyond its legendary Soho flagship for the first time. The pop-up will run until 6th January 2025.
This exclusive pop-up celebrates the LBTY. Fragrance line, a collection that blends Liberty’s rich artistic heritage with contemporary olfactory craftsmanship. All eight fragrances from the collection, including the highly anticipated new release Vine Thief, are available to explore and purchase.
Bringing Liberty to Battersea
The Liberty LBTY pop-up offers a unique retail experience, allowing visitors to immerse themselves in the world of Liberty’s artisanal fragrances within the dramatic setting of Battersea Power Station. The pop-up space will combine Liberty’s hallmark Tudor design with the Art Deco grandeur of Turbine Hall A, fusing two iconic London landmarks.
In addition to offering the full LBTY fragrance range, the pop-up will host a series of exclusive events throughout the season, focusing on craftsmanship, personalisation, and interactive experiences designed to engage customers and celebrate the artistry behind each scent.
Laura Simpson, managing director of LBTY, states: “We are thrilled to bring the LBTY fragrance collection to Battersea Power Station in our first-ever pop-up. This represents a bold step for the brand as we expand our presence outside of our flagship store, and we couldn’t think of a more fitting location than this iconic landmark. The pop-up allows us to introduce a new audience to LBTY’s unique approach to fragrance, blending tradition with innovation, and we’re excited to share this immersive experience with our customers.”
Sam Cotton, head of asset management at Battersea Power Station, said: “Our aim at Battersea Power Station has always been to create a shopping and leisure destination which encourages brands to be creative, innovative and inspired to try something new. We are thrilled Liberty has chosen Battersea Power Station for its first ever pop-up outside of its flagship Soho store, demonstrating the impact we have made on London’s retail landscape since opening two years ago, and the exciting Christmas we have planned ahead.”
Retail expansion and strategic significance
The launch of the pop-up at Battersea Power Station is part of Liberty’s larger retail strategy to explore new channels and reach a broader audience. With the bustling retail environment at Battersea Power Station and its position as a key cultural and shopping destination, Liberty is poised to engage both new and loyal customers with this innovative retail format.
Location & Opening Hours:
Ground Floor, Turbine Hall A South, Battersea Power Station, SW11 8DD
Opening Hours: Monday to Saturday, 10am – 8pm (may extend to 9pm from November); Sunday, 12pm – 6pm
