Located at Raffles City,#01-39C, the House of Creed expands its presence in Singapore to bring the most royale of its fragrances.
For all of its idiosyncrasies — discontinuing its fragrances and ushering it into a “Vaulted Scents” page or going aeons without releasing a new one — the House of Creed has always been doing things in style. It started in 1760 as a tailor to the Royal Household as decreed by Queen Victoria and its first product, a pair of scented gloves delivered to King George III, was rift with the air of the times.
It was a custom at the time for tailors to scent garments specifically for the moods and minds of their customers.
“Our creations are like a journey through time, like a bridge between generations because the past is the strength of our future,” says Erwin Creed, 7th Generation Creed which is an example of how the House itself has evolved over the years. Adding an R to evolution — a signifier of richness, regalness, and richness — equates to revolution.
A method of a make that makes it waters a glimmering example of how fragrance Houses should operate.
The last we caught up with Erwin was for the introduction of Aventus cologne to Singapore, the House of Creed’s mega wattage hit in 2010 that arguably, is one of the most copied fragrances of our time (it has been said that it popularised the usage of pineapple notes). Creed was quick to point out that being a part of a family business meant that family values had to be upheld.
Each member of a fragrance’s assembly line knows exactly what goes into every bottle from the top down to the base notes.
This departure from relentless releases and the constant churning of products keeps the quality of Creed fragrances at a couture high, a fragrance’s integrity is never compromised or hurried to meet a deadline. What one gets to experience at the store (again, to reference the interview, Creed mentions that its store staff is specifically trained to not sell aggressively) is the pinnacle of olfactory perfection. A fact, that Creed has mentioned is at an 85% success rate.
“At the House of Creed, we couldn’t be happier to be launching our first store in Singapore in Raffles City. As a brand that is very selective about location and presence, it is only fitting to enter Raffles City with our long-time trusted partner Luxasia. With a strong heritage of pioneering global travel to uncover new discoveries we are excited to share the story of Creed and its exquisite fragrances with even more of the region and the world.” says Sarah Rotheram, CEO.
Roses from Bulgaria, Turkey & Morocco; Italian jasmine; Florentine iris; tuberose from India; Haitian vetiver; bourbon vanilla; Calabrian bergamot and parma violets — the treasures of the Creed laboratory in Fontainebleau, each so precious as they are traceable in its provenance for transparency, undergoes a technique called Millésime which is a French word (it is the name of a House of Creed fragrance too) that comes from the world of wine.
Like the red-hued liquor itself, the ingredients used which are high in natural oils vary according to nature. While the chemistry of the soil or the water used to nurture it can be calibrated carefully, phenomena like the level of rainfall or even the UV index of a particular season can not.
What one then will hold in his hands at the House of Creed store is a living entity that reflects the individual signature of its provenance. There’s a mystery in each bottle but its quality always remains 100% like a vintage wine meant to be passed down.
From Fontainebleu to Singapore, discover the statements of intent by the House of Creed at its Raffles City Store today. But, just two words of advice: it opens from 10am to 9.30pm and if you’re in a hurry, the best sellers include Aventus, Silver Mountain Water, and Green Irish Tweed.
Once you’re done with this story, click here to catch up with our October 2022 issue!
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