[The Virgin Island Paradise dessert inspired by Creed]


Grosvenor Square grill restaurant, 34 Mayfair, has partnered with luxury fragrance experts, The House of Creed, to bring the Virgin Islands to Mayfair this summer. Taking inspiration from Creed’s coveted Virgin Island Water scent, 34 Mayfair will offer a limited edition cocktail and dessert throughout August and into September.

The Virgin Island Water fragrance captures the splendour of summer, and Master Perfumer Olivier Creed together with his son Erwin drew inspiration, both visual and olfactory, from the dazzling tropics of the Caribbean. Inspired by these tropical notes, 34 Mayfair has adorned its doorway with lush green palms and tropical flowers, and expert pastry chefs and mixologists have created a cocktail and dessert duo to transport diners to the sunny shores of the Virgin Islands.

34 Mayfair’s Bar Manager Daniele Liberati has encapsulated Creed’s fragrance within The Virgin Island Paradise cocktail, £14, by combining a refreshing mix of Yaguara Cachaca, Italicus Rosolio di Bergamotto, coconut water, jasmine tea, mandarin, lime & Ylang Ylang essence.

The notes of Ylang Ylang, bergamot, coconut, mandarin, jasmine and lime found in the perfume can also be found in the White Bay Coconut Dessert, created by Group Pastry Development Chef Alice Hall, and priced at £10.75. The dessert is comprised of smoked pineapple flavoured with jasmine oil, mandarin segments, Ylang Ylang sorbet and warm piña colada sauce with a creamy coconut and yoghurt mousse.

Diners visiting the restaurant and trying the cocktail and dessert will also receive a sample of the Virgin Island Water fragrance and a complimentary fragrance consultation at the Creed boutique, located at 99 Mount Street, Mayfair. The Virgin Island Paradise cocktail and White Bay Dessert will be available from Monday, 31 July until Sunday, 10 September.

[The Virgin Island Paradise cocktail inspired by Creed’s Cologne]


When you walk through the deco doors and onto the polished oak parquet of 34 Mayfair, you could easily be seduced by the soft lighting, Upper East Side-style elegance and unflustered calm; yet there is also just the tiniest hint of the nonconformist about this restaurant. Whether it’s the mischievous etchings by Tracey Emin in the eponymous private room upstairs – The Emin Room; the “wild cards” on the menu (the decadent truffled lobster mac springs to mind); or indeed the eclectic collection of paintings from the next strain of YBAs adorning the walls, it’s difficult to pinpoint. But you know that at 34 Mayfair, you’re probably going to end up having rather a lot of fun, whether it’s lunch, dinner or weekend brunch.

Service is unruffled, friendly and efficient. Head Chef Harvey Ayliffe’s menu is based around the bespoke Argentine parilla grill, with a tremendously good selection of beef (including pure-breed heritage beef from Yorkshire), seasonal game and fish and a wonderfully diverse wine list. Tracey Emin neons peep out from beyond the doors to the private room, twinkling above the oak staircase. A bit of a well-kept secret, 34 Mayfair is 150 metres from Oxford Street and 200 from Bond, but far enough away from the madding crowds to be a real “find”.


This unique story began in 1760. A pair of scented leather gloves was delivered to King George III by a new London tailoring company. Founded by James Henry Creed in the same year as the young King’s accession, the House of Creed has created fragrances for the discerning for over 260 years. Over the centuries, the Creed family has produced over 200 perfumes all testifying to a unique creative spirit that has been passed, together with a keen inherited nose, from father to son through seven generations. Today Olivier Creed, “Créateur Parfumeur” and direct descendant of James Henry Creed, continues this great tradition. Accompanied by his son Erwin, Olivier travels extensively to source, research, inspect and commission the finest materials. Based in Paris, with a factory at Fontainebleau, Creed manufactures many of its own essences using rare traditional techniques, enabling Creed to maintain the superior quality and authenticity of its fragrances. The raw ingredients and perfume are weighed out, mixed and macerated by hand. A timeless, modern act of creation: perfume of the past, fragrance of the future.


34 Mayfair, Grosvenor Square, London, United Kingdom.

Find out more on 34 Mayfair –www.34-restaurant.co.uk

Explore the creed range – www.creedfragrances.co.uk