The Creed brand of fragrances is one associated with prestige, luxury and quiet elegance. This was a deciding factor in the brand being given a flagship location by Harrods, for their new concession site. The design was required to reflect the comfortable, old-world luxury of this historic brand, whilst still positioning it as a modern proposition. This was achieved using padded leather cladding, edged in brilliant chrome. And large areas of illumination, that fill the product with colour, and allow each of the individual fragrances to jump from the site.