Chinese Fragrance Label Documents Opens Scented Bookstore In Shanghai

    Although using literature in luxury marketing is nothing novel, Documents is the first brand to open a permanent bookstore in China.
    Documents invites readers to embark on a journey of discovery, immersing themselves in the enchanting world of trees and the written word. Photo: Documents
      Published   in Beauty


    Shanghai's Yuyuan Road welcomes the grand opening of Documents Yuyuan Study — a first-of-its-kind bookstore by the local fragrance brand, offering a unique blend of books and fragrances. Themed around trees, the label curates an initial collection of nearly 200 books related to this topic, each accompanied by insightful introductions for readers.

    Documents Yuyuan Study seeks to establish itself as more than just a bookstore. It aims to become a vibrant cultural hub, hosting a variety of events and activities that foster community engagement among those with a shared passion for literature, art, and cultural exploration.

    Netizens’ Reaction#

    The brand’s followers shared positive comments about the innovative initiative. The opening announcement on Documents’ official WeChat account received nearly 9,000 reads and organic comments from users. Residents of other cities like Guangzhou also expressed hope to see the bookstore expand across the country.


    The opening of Documents Yuyuan Study marks a significant milestone in Shanghai's cultural landscape. By combining the allure of books with the sensory delights of fragrances, this innovative concept will captivate the city's residents and visitors alike. Though Documents is not the first brand to tap literature and books in marketing and communication, it is the first to launch a permanent bookstore.

    Documents curates an initial collection of nearly 200 books related to the topic of trees. Photo: Documents
    Documents curates an initial collection of nearly 200 books related to the topic of trees. Photo: Documents

    Luxury brands have long been employing similar strategies to strengthen their emotional connection with consumers. In 2021, Valentino's limited-time bookstore on Shanghai's Anfu Road attracted a considerable number of visitors. In March 2023, Aesop celebrated International Women's Day by unveiling its inaugural Women’s Library at its signature store on Dongping Road, Shanghai, attracting a large crowd that queued outside for free books. The following month, Louis Vuitton hosted a pop-up bookstore event at its restaurant The Hall in Chengdu, offering a selection of books related to the brand's travel culture.

    With the proliferation of printing and publishing and the development of new media, literature has become an accessible cultural commodity. As a medium, books have the ability to convey brand values while quickly capturing the attention of target audiences. However, in the digital era, operating a permanent brand bookstore is no easy task. Clearly, Documents is not trying to drive fragrance sales through this endeavor, but rather create a cultural destination that provides unique experiences and fosters a sense of community.

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