Celebrating the exclusive launch of Midnight Scented Dreams, Atkinsons transformed the Hilary Site on Oxford Street.

From 23rd to 29th October, Atkinsons took over the Hilary Site to unveil Midnight Scented Dreams, the brand’s latest fragrance inspired by Black Tulip Deluxe. The space centred around the new scent while also inviting visitors to explore the full collection.

The experience was fully interactive as guests could take a touchscreen quiz to discover their perfect fragrance match or lift each bottle to reveal its notes and enjoy the corresponding soundtrack through headphones. This immersive approach allowed customers to engage deeply with the collection and learn more about the brand.

A huge thank you to our amazing visual merchandising team, Mad About Designs and the Selfridges team for bringing this vision to life!

Midnight Scented Dreams is now available exclusively in-store and online at Selfridges.