Inside the 39BC Holiday Pop-Up
May 29, 2026 · Bhavesh Dewangan

39BC's Crimson Altar

The soft glow of candlelight. The scent of tuberose and frankincense lingering in the air. The hush before a film. The gliding ink of calligraphy on creamy paper. For a few golden days in London, 39BC turned the familiar rhythms of retail into something sacred — a pop-up that felt less like a shop and more like a sanctuary.

From 19–25 November 2025, 39BC occupied Mason & Fifth in London's Westbourne Park, transforming the boutique hotel and into a modern sanctuary of scent and ceremony.

Upon entering, guests were greeted by a tablet that functioned almost like an altar to 39BC: an opulent surface displaying the brand’s signature Volume I scents — Fig Milk, Denarii, Silk Veil, Sage Water — surrounded by small scent jars. Visitors leaned in, inhaling each fragrance, often for the very first time, as if being initiated into an ancient rite. It was a moment that set the tone for the programming that followed throughout the week.

Our Opening Night Soirée

An Opening Night to Remember

The experience began with an opening-night gathering of friends from across the capital. DJs spun a Cleopatra-inspired playlist as guests drifted through the dimly-lit room, clutching flutes of Veuve Clicquot or glasses of Fat Crush wine. A table overflowed with ripe figs, cheeses, jewel-toned fruits, and charcuterie arranged with decadent precision; a feast fit for a modern dynasty. Conversations bloomed, strangers mingled like old friends, and the atmosphere thrummed.

Sharmadean Reid & Guests

Moving Image & Ink

Over the following days, visitors returned to experience screenings of L’Effrontée, Cleopatra, Fellini Satyricon, Baraka, and Alexander — cinematic portals into the moods behind each scent: sensuality, power, ritual, stillness, legacy. In another room, the elegant hand of calligrapher Jenny Collier transformed purchases into heirlooms.

Gift-wrapped with intention

Gifts as Gesture

Complimentary gift-wrapping and on-site personalisation elevated the ritual of giving: a 39BC bottle became a message, a memory, a gesture wrapped in silk and intention.

Phoebe Lovatt and Sharmadean Reid in conversation

A Salon to Close the Circle

The pop-up drew to a close with a live podcast recording at the Deep Read Salon — an intimate conversation between host Phoebe Lovatt and Sharmadean Reid. Guests settled into the Listening Room space as the two women - and old friends - explored research practices, rituals, and the personal and professional transformations that led to the genesis of 39BC . Their dialogue offered a fitting coda to the week: reflective, expansive, and rooted in the belief that creativity always thrives in community.