Is that the sweet, sweet smell of nostalgia in the air? Well, if you’re in the Beach Road vicinity, it might just be Maison Margiela Fragrance’s newest pop-up.

We’re referring to the House of Memories, which has now landed in Singapore. Hailing from the dreammakers at the fragrance arm of Maison Margiela, expect a delightful, delectable treat in the form of a café counterpart, a shoppable-slash-‘grammable display of its products, and photo spots that are infused with nostalgia. Located in the city centre, the House of Memories honours the fragrance house’s growing range of sentimental scents with a sizeable space that recalls its impact, or rather, in fragrance terms, sillage.

If one is familiar with the brand, memories are known to make a Maison Margiela fragrance. From iconic releases like its By The Fireplace or Lazy Sunday Morning profiles to the cult-beloved Matcha Meditation and more, each olfactory signature from the house first begins its development journey with a singular impression. The new pop-up honours these very memories, bringing them to life in life-sized mise-en-scenes.

Four immersive rooms and a new café aside, the pop-up also arrives timely for the celebration of the new Maison Margiela scent, a gourmand treat that goes by the name of Afternoon Delight.

Delightfully rich, Afternoon Delight draws from a Parisian café experience (hence, the pop-up’s café element), and odes to the warm profiles of sweet madeleines. Ambery and sweet as it may be, the new fragrance is set to get sweetened, with Maison Margiela Fragrances’ Friend of Brand Nani Hirunkit, who will christen the space and scent with his arrival. On Thursday, 8 May, from 6-8pm, fans can look forward to catching the Men’s Folio cover star alumni in the flesh — and getting a whiff of the sweet-scented space too.

The Maison Margiela House of Memories is located at 265 Beach Road, Singapore 199544, and will run from 1-18 May, 2025. Once you are done with this story, click here to catch up with our April 2025 issue.