• PROJECT(ile)

Christmas at Fin & Flounder


Sarah Baker Perfumes at

Fin & Flounder

71 Broadway Market

Hackney, E8 4PH



In one of the most singular seasonal pop-ups, Sarah Baker Perfumes is teaming up with Fin & Flounder, the premium fishmonger and oyster bar on Hackney’s fashionable Broadway Market, bringing something different to the festive season.

Sarah Baker Perfumes together with Fin & Flounder, will be offering a Christmas special to discerning shoppers worthy of Casanova: a luxury Sarah Baker bottle of choice, six oysters and two glasses of champagne for £120. There will also be a range of new fragrances in 9ml travel atomisers.

The project presents a sneak peek of 3 new fragrances; Cherade, Jungle Jezebel, and perhaps most fitting—Atlante. With its sea-breeze fresh combination of notes —yuzu, pink peppercorn, seaweed and ambergris—Atlante is inspired by the wild ocean, and what could be a more fitting location for its debut? All fragrances will also be on sale at Fin & Flounder during its usual opening times from 8–22 December 2018.

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This collaboration between Sarah Baker Perfumes and Fin & Flounder has an interesting story behind it. When creating a new image for the launch of her Motif Collection in Belgium in November at Labels Inc.—the well-respected concept store in the heart of Antwerp’s famous fashion district—artist Baker decided to create a campaign image referencing the Flemish traditions of 17th-century still life paintings as an homage to the city. In keeping with this tradition of “memento mori” paintings, she sourced the best quality—and best looking—fish from Fin & Flounder, already being a fan of the fishmonger’s beautiful window displays of fresh fish and seafood.

The result is unique and arguably one of the most memorable fragrance campaign images combining the unlikely—maybe even taboo—fellow travellers of fragrances and fish. It’s also caused bemused chic shoppers in Europe’s cult fashion capital to stop and stare as passing by Labels Inc.’s shop window.

“After the positive response to the image we created in Antwerp, it seemed only fitting to go back to the source and do something with Fin & Flounder since their fish are really such an integral part of what makes the image work,” said Baker.

About Fin & Flounder

Fin & Flounder is an independent, family-run fishmonger. Though a fishmonger for some time before, in November 2015, Brendan O’Sullivan re-positioned it as a premium outlet, offering the best quality fish and seafood from top suppliers in Billingsgate Market and renowned French and Spanish fish markets.

While they supply a number of London restaurants, their particular passion is offering the best quality fish—and expert advice on how to best prepare it—to the local consumer. Combining the great tradition of the artisan fishmonger with a gastronomic bent, each Saturday when the weekly market occupies the street directly in front of their premises, they offer first class street food showcasing the bounty of the sea including, of course, the delicious fresh oysters. The changing weekly menu is drawn from the best of what’s in stock and might include such delights as Lobster Mac ‘n Cheese or a classic scallop and bacon brioche.

For full press release click HERE


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