New Affiliate marketers architects make groundbreaking perfume bottle
Régime des Fleurs debuts its to start with men’s fragrance, with a bottle style and design by architects New Affiliates, just one of the rapidly-rising practices in the Wallpaper* Architects’ Directory 2021
Considering that launching in 2014, Régime des Fleurs has carved out a exceptional specialized niche for itself in the fragrance environment, straddling the sizeable hole that tends to exist between superior-strategy perfumery and professional viability.
It does this by developing scents that are singular and peculiar, adjectives that commonly denote a divisive perfume – persons adore it or they dislike it – but in the case of Régime des Fleurs, sign some thing instantly intoxicating. In this way, the organization is very similar to another niche fragrance brand name, Le Labo, but devoid of the popular reputation that usually means you are always most likely to operate into a person putting on the precise exact point.
The inspiration at the rear of the scents is as different and eccentric as the ‘dissolving infinity of the horizon line concerning blue skies and blue seas’ that is cited for the patchouli and violet leaf scent, ‘Echoes’, or the forest bathtub on Yakushima island in the 12 months 752 that motivated the smoky resins, fresh bark and historic moss scent, ‘Falling Trees’.
Collaborations have additional to the brand’s charm, including a rose fragrance created alongside actress Chloë Sevigny, and a perfumed exhibit at the Whitney Museum of American Artwork with fashion label Eckhaus Latta.
Rock River Melody
The models hottest fragrance Rock River Melody, created in collaboration with editor Christopher Niquet, is an earthy fragrance of environmentally friendly sap, ivy, and bergamot, principally impressed by a muddy horseback experience via the forests of Fontainebleau, as effectively as Andrei Tarkovsky’s 1975 film Mirror, and the songs of American rapper Tyler, the Creator.
‘With Rock River Melody we’re not only launching our initially fragrance for adult males, we’re debuting a new glance for the brand,’ claims Régime des Fleurs’ founder, and co-creator of Topi skincare, Alia Raza. ‘We have generally had to use stock bottles and customise them with various colour remedies and caps, but after seven decades we were being finally ready to produce a tailor made glass bottle from scratch. That was a desire.’
New Affiliates’ bottle design and style
To style and design the new bottle, Raza tapped New York-dependent architecture agency, and customers of Wallpaper* Architects Directory 2021, New Affiliate marketers. Founded by Ivi Diamantopoulou and Jaffer Kolb in 2016, New Affiliates has garnered a swath of awards for its idiosyncratic, minimalist styles, which includes exhibition layout for purchasers these kinds of as New York’s Jewish Museum, The Drop, and the Canadian Centre for Architecture, as well as residential projects these as its Tunbridge Winter Cabin.
New Affiliates’ bottle style and design for Régime des Fleurs is flat on one side and round on the other, with a bulbous environmentally friendly best. Speaking about the layout, Kolb suggests ‘We have been motivated by Régime’s defend emblem. The defend has a fulfilling condition. It’s symmetrical in one way, but not the other. It appears like numerous shapes merging into 1, but remains basic and elegant.
New Affiliates’ bottle for Rock River Melody. Photography by Clovis Bataille.
‘We wanted to do one thing identical with the bottle. We commenced by making a thing much closer to the emblem itself, but it was all pointy edges and wouldn’t have been snug to maintain. After screening several selections, we settled on a lowered kind: from earlier mentioned, the bottle resembles a incredibly pure shield – a sq. and a circle intersecting at their mid-factors. The bottle feels snug to maintain, and it has a directionality that earlier bottles didn’t – a spherical facet and a flat side. It is very basic, but in this sense feels extra dynamic.’
Régime des Fleurs and New Affiliates’ design and style is just the hottest instance of architect-created natural beauty, and testament to the beauty industry’s specific knack for synthesising disciplines to create modern items. §