Escentric Molecules is putting down roots with its first physical store. Opening in the heart of Berlin, the brand’s boutique will mark the first permanent space of its own, after being available only online and in department stores since launching 20 years ago. 

The small, high-tech space in Berlin’s Mitte district will continue Escentric Molecules’ enduring ethos of stripped-back minimalism, industrial design and genderless futurism, as well as reflect the artistic sensibilities of its new neighbourhood. Set in a former art gallery, on one of the city’s most gallery-filled streets, the aim is to create an environment that brings together fragrance, art and experimentation. 

“We envisioned a gallery-like space, a place where fragrances could be experienced rather than simply displayed,” says architect Sophie Schoen-Berianidze, partner of co-founder Geza Schoen, who worked with creative director and co-founder Paul White during the initial stages of the project. Video screens depicting molecular activity, controlled lighting, a soundtrack of German techno and anodised aluminium interior infrastructure which displays the products all create the atmospheric, stripped-back setting. The result, she says, is a space that “invites visitors to engage with the fragrances in a more immersive and meaningful way”.

At night, the products will recede to transform the space into a glowing gallery. A large-scale display that projects onto the street will be programmed with a constantly revolving roster of artists, filmmakers and other creative voices. It’s a fitting tribute to the city renowned for its experimental creativity, and home to the fragrance lab where the brand’s scents are first conceived. “Berlin has always been a part of our DNA, and creating a permanent home here allows us to deepen our connection with our community. It’s an important step in building a global brand with meaningful, long-term cultural relevance,” says White.

In the 20 years since being founded, Escentric Molecules, which centres around the single synthetic molecule Iso E Super, has gone from cult favourite to global phenomenon. With reported fans including Rihanna, Madonna and Kate Moss – who allegedly made her driver turn the car around to go collect a half-used bottle from the EM office – the “anti fragrance” brand was an early pioneer of skin scents and fragrances that change smell according to your body chemistry. Since the initial launch of Escentric 01 and Molecules 01, the brand has grown the collection to include scents that revolve around notes like Black Tea, Mandarin, Clary Sage and Champaca.

“This store marks the final step in establishing Escentric Molecules as a truly independent fragrance house,” says Geza Schoen. “Every element reflects our brand DNA, from the use of aluminium and subtle binary-inspired details to the carefully crafted soundscape, creating a calm, multi-sensory experience. This location feels like a natural home for the brand.”