Living Perfume

Design firms Brandimage — Desgrippes & Laga and Cheryl Heller/Heller Communication Design have led an unusually collaborative process with the perfumer artist, Mandy Aftel, with the Henri Bendel executive team, with a highly curated set of partners including the Fragrance Foundation, Chefs Johnny Iuzinni and Daniel Patterson, the singer Donovan, Arcade Ltd, EA International, MeadWestVaco, NovoArts and Audrey Saunders and Pegu Lounge, and ultimately, the consumer (herself.)

Working with all the constraints of the seven-day-a-week store schedule, and the challenge of creating an exhibit that would go up literally overnight, tread lightly in the historic landmark building that still has the original Lalique windows, and honor Aftel’s commitment to natural materials, Brandimage — Desgrippes & Laga and Heller Communication Design focused on developing an experience design for the exhibit that models Aftel’s perfume in its the layers, its homage to the natural world, and its sense of beauty and mystery, building a totally unique team of resources in the process.