Beauty Industry

TFF Celebrates Fragrance Day with Its First Ever Pop-Up Gallery & Shop

TFF partnered with Madison Ave Business Improvement District for its first-ever ‘Fragrance Week on Madison Ave.’

March 28, 2025

Assistant Editor

The Fragrance Foundation (TFF) celebrated Spring and fragrance with Fragrance Day, on March 21st with its first-ever pop-up gallery and shop. It also launched the first-ever Fragrance Week on Madison Avenue.

This year, TFF partnered with the Madison Avenue Business Improvement District (B.I.D) for its Fragrance Gallery and Pop-Up Shop.

Linda G. Levy, President of The Fragrance Foundation, said,

“The excitement and activations crescendo on March 21st making it one of the most exhilarating times of the year to discover and experience all the newness in fragrance. What makes this Fragrance Day unlike any other, is that we debuted of our first-ever Fragrance Foundation Gallery and Pop-Up Shop on Madison Avenue.”

Located at 924 Madison Avenue in NYC, the grand opening was fȇted with a ribbon-cutting ceremony on March 21, led by TFF President Linda G. Levy with special guests, fashion designers and brand founders, Vera Wang, Anna Sui, and Francisco Costa and Madison Avenue B.I.D President, Matthew Bauer.

Matthew Bauer, President of the Madison Avenue B.I.D., commented,

“The olfactory artistry of the fragrance brands residing on Madison Avenue throughout the year will rise in the crescendo of in-store experiences during Fragrance Week. We are honored to join with The Fragrance Foundation to celebrate the joy of scent.”

Doors opened to fragrance enthusiasts on Friday, March 21st, with a 1500 square-foot ground floor space welcoming over 1000 visitors over the 3-day celebratory weekend.

Conceptualized by IFF, the pop-up was curated to be a multi-brand experiential hub of the season’s most anticipated scents set against a gallery-like setting for the grand opening weekend.

It featured the newest fragrance launches from indie and designer brands. Customers smelled and sampled the season’s trending notes, from citrus-infused scents to florals and sweet-inspired creations.

With a series of special events planned from perfumer visits to fragrance talks, the Fragrance Gallery captured the world of fragrance, rotating established and entrepreneurial brands throughout the weekend.

Fragrance and fashion boutiques along Madison located between East 57th to East 86th Streets joined the celebration by offering exclusive events and experiences to create a sensational Madison Avenue Fragrance Week 2025.