Penhaligon's, London

I know very little about this brand other than what is available on their website. I know that the product is beautiful quality and packaged exquisitely however I am not sure that this is reflected in the presentation? While viewing the latest scheme in one of their London store's I could help feeling that this scheme doesn't communicate the luxurious feeling that the rest of this brand simply oozes. I'm all for cardboard engineering in the right retailer but really not at this level. Cardboard hot air balloons are placed as if carrying the product with a Blue and White Gingham fabric covered floor. It does of course say Summer and reminisces about picnics etc. etc., but perhaps this could have been produced in a much more aspirational and sophisticated way?