Hugh Parsons Hosts Fragrance Week Perfume Walk Celebrating Carnaby Street

As part of National Fragrance Week 2026, Hugh Parsons hosted the first of its bi-annual Perfume Walks, in collaboration with Perfume Walks London and its founder Olga.

Created to celebrate the launch of Carnaby Street, the walk introduced a new route through London, guiding attendees across some of the city’s most iconic landmarks, each tied to the names and stories behind the Hugh Parsons fragrance collection.

Guests were invited to immerse themselves in the history and character of each location, discovering the inspiration behind the fragrances while experiencing the city in a more meaningful and considered way. From well-known streets to often-overlooked details, the walk encouraged participants to reconnect with the places they pass through every day.

Throughout the journey, attendees were given the opportunity to capture content at each stop, making the experience both interactive and highly shareable. This added a creative dimension to the walk, allowing guests to document their own interpretation of the fragrances and the locations that inspired them.

The experience concluded with a deeper appreciation of the brand’s connection to London, reinforcing Hugh Parsons’ identity as a house rooted in heritage, storytelling, and place. As part of Fragrance Week, the activation provided a unique and memorable way to engage fragrance lovers, bringing scent and city together in a truly immersive format.