Check Henri Bendel on Fifth Avenue in NYC for an interesting "pop-up" exhibit, Living Perfume: the Natural Alchemy of Mandy Aftel. The exhibit features the perfume, craft, and collections of Aftel who is often considered the world’s leading natural perfumer. Aftel has also launched her latest perfume, Lumiere at the three week event.
The exhibit, dedicated to the sense of smell, aromatics and the art of natural perfume, features Aftel’s body of work - her perfumes and oils, research and writings and personal library of rare books, graphics, and artifacts.
“We are thrilled to be able to bring perfumer Mandy Aftel’s art, and collection to the world. The exhibit will be a rare window into her creative process, an important educational opportunity and an unparalleled aesthetic experience,” said Julie Anixter, organizer of the event and Chief Marketing Officer of Brandimage, Desgrippes & Laga.
“This experiential in-store exhibition is as multi-layered - literally and figuratively - as Aftel’s fine all-natural perfumes.”
Sculptural forms made from smooth, silhouetted layers of white sustainable eco-board suggest the sensuality of natural elements - trees, stone formations, a forest path - while paralleling the layers of perfume and invoking the mystery and beauty of scent. The space is designed to “impose” itself into the store environment in the way that a tree would grow on a busy urban street.
“Henri Bendel is such a vibrant and ‘complete’ environment that the challenge we faced was how to ‘disrupt’ the environment in a way that would draw people to the third floor and into the exhibit from that glorious atrium, and then enthrall them with Mandy’s art and the journey inside,” says Jeremy Dawkins, Executive Creative Director of Brandimage, Desgrippes & Laga.
Eco Design & Packaging
The Living Perfume exhibit was developed and installed using the responsible design principles of sustainable materials and eco-friendly sourcing. Sculptural forms made from silhouetted layers of white sustainable eco-board create natural elements — trees, stone formations, and a forest path. The exhibit is constructed of Xanita recycled post-consumer and 100% re-pulpable materials, E-Core Plus (EC+) structured light weight boards, and contains no formaldehyde, toxins or wax. After the event, most of the fixtures will remain in their current space, converting into Bendel bookstore fixtures as well as for the retailer to use for future exhibit rentals.
Packaging giant MeadWestvaco's Personal & Beauty Care team developed an exclusive gift package for the launch of Lumiere. Only 12 of the special gift sets were developed for the event each was signed by Aftel and available at the debut. MeadWestvaco designed and produced the paperboard-based packaging which hold all of the Aftelier perfumes, including the new Lumiere.
Where: Henri Bendel Fifth Avenue New York - 3rd Floor through May 11th.