No.6 Mortimer is a Christmas pop-up from The Estée Lauder Companies in Mortimer St, London, which the company dubs a “beauty gifting concept”.
Whatever you view on the term used, it is certainly eye-catching and has perhaps rather more in common with a roomset in which Ikea meets The Conran Shop than a standard purveyor of fragrances and unguents.
The 1,344 sq ft space is in fact located in part of The Estée Lauder Companies head office in Fitzrovia and is intended to provide shoppers with something rather different from the usual smellies counter in a department store.
In practice, this means a store where a wooden kitchen table surrounded by various Scandi-looking wooden chairs forms the centrepiece and where the better-end product is displayed on a homely looking series of perimeter shelves that wouldn’t disgrace a Swedish house.
This is a simple, low-tech design and one that immediately engages with its mix of warmth and domesticity of the kind that is not off-putting.
It also has that happy knack of providing an accessible environment for stock that is frequently somewhat intimidating purely owing to the manner in which it is merchandised.