Jo Malone London’s Sweet Summer Pop-Up Lands In Selfridges

3 weeks ago

The British seaside comes to London with this ice cream-scented pop-up

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If it wasn’t made clear by the rolling heatwave, the army of sunbathers in Hyde Park or the hoards of people making their way to the pub: summer has arrived in London. The only thing missing? A big scoop of ice cream – or, at least, something similar. And thankfully, you can get your fix of British beach vibes at Selfridges, where Jo Malone London is hosting a summery pop-up to celebrate the arrival of its Raspberry Ripple collection. We have all the details.

More London Pop-Ups

Inside Jo Malone London’s Raspberry Ripple Pop-Up Experience

London’s sweetest summer pop-up has arrived. Jo Malone London brings a slice of the British seaside to the busy streets of London this week, with a brand new fragrance inspired by an old favourite: raspberry ripple ice cream.

Capturing the magic of a day at the beach – sandcastle building, seashell collecting and wading through the water – the perfumer’s new scent delivers a scoop of lush raspberries, redcurrants and white musk to create the ultimate nostalgic ice cream flavour. And if you’re thinking that ‘raspberry ripple’ sounds too sickly-sweet for you, we’d encourage you to pop along and give the scent a go for yourself, it’s light and elegant, and layers beautifully with its partner scent, Wood Sage & Sea Salt for a slightly crisper, salty dry-down fragrance.

To mark the launch, Jo Malone London is setting up (a pop-up) shop in the capital. Running from Friday 25 until Thursday 31 July, the multi-sensory experience takes place just outside Selfridges’ Duke Street entrance – just look out for the giant ice cream cone. It’s here that visitors can get a taste (or rather, sniff) for the new Raspberry Ripple fragrance, snap a seaside photo and treat themselves to a scoop of ice cream or sorbet.

There’s also a couple of freebies up for grabs, including a cute raspberry ripple ice cream charm and a striped beach bag (the latter of which is complimentary when you purchase an item from the limited edition collection).

@itsnasg Jo Malone London has opened a FREE Raspberry Ripple pop up outside Selfridges! 🍦 This mini ice cream cart is serving retro vibes and summer nostalgia right off Oxford Street, celebrating their limited-edition Raspberry Ripple cologne – a sweet, creamy scent with red berries and soft musk. ✨ Here’s what you can do at this FREE pop up: 🍓 Smell the new Raspberry Ripple cologne in a super cute pink setup 📸 Snap pics with the installation and summery props 🎁 Pick up a free fragrance samples or mini surprise (while stocks last!) 🛍️ Shop the full “Just Because” collection inside Selfridges 🍦Get the iconic Raspberry Ripple icecream or Raspberry sorbet for £5.50 a scoop 📍: Outside Selfridges, 400 Oxford Street, Marylebone, London 🗓️ Dates: 25–31st July 2025 ⏰ Times: 10am–7pm — #jomalonelondon #raspberryripple #londonpopup #freethingstodoinlondon #londonpopups #londonlife @Jo Malone London @Selfridges @Selfridges Beauty ♬ original sound – Nas Ganev – Beauty & Pop ups

All of this sounding familiar? That’s because this isn’t the first time Jo Malone London has brought its new fragrance to the city. Earlier this month, the British label kicked off its Raspberry Ripple activations with another pop-up on London’s South Bank, which had been transformed into a seaside boardwalk and colourful beach huts inspired by the new fragrance. Like at Selfridges, this one also featured a photo op moment, in the form of a seaside postcard-style photo booth, as well as the chance to create your own retro bunting with a stamping workshop and the option to send a digital postcard to friends and family.

Visitors were also able to explore the limited edition summer collection in person, and immerse themselves in the key notes of the new scent, before leaving via the retro ice cream hut, where they could grab a free frozen scoop for the road.

The original experience was a hit then (so much so, that queues could be spotted all along the Thames), so it’s not entirely surprising to see it come back for an encore.

The Jo Malone Raspberry Ripple pop-up at South Bank

Get there (and get the scent) while you can, as the experience is as limited as this limited edition scent, making a mark on one of London’s biggest department stores for just seven days. Here’s hoping the sun holds out, though is any British day at the beach complete without an unseasonable summer shower?