2021 | PRODUCT DESIGN, CURATORSHIP, ART DIRECTION
SAINT-SERRE
A Narrative-Driven Fragrance: Unveiling the Enigmatic Saint-Serre
A fragrance opposite to a traditional perfume.
The Saint-Serre project embarked on a unique journey to conceptualize an "anti-perfume," a fragrance that defied conventional perfumery norms and challenged the very essence of scent.
To capture the essence of this unconventional fragrance, we searched through the heart of a captivating narrative, weaving a tale of intrigue and mystique set against the backdrop of an idyllic French village called Saint-Serre.
An art direction project developed in collaboration with Paul Verant.
NARRATIVE EXPLORATION
Our narrative exploration took us back in time to the 1940s, where we explored about a forgotten chapter in the village's history.
Through a meticulous curation of archival documents, including photographs, geographical maps, botanical and chemical studies, and handwritten manuscripts, we pieced together a tapestry of secrets and hidden truths.
These precious artifacts, graciously provided by the Natural History Museum of Paris, served as the foundation for our fragrance design.
A Fragrance Born from a Tale
The Saint-Serre fragrance emerged as an olfactory embodiment of this enigmatic narrative, capturing the essence of this mysterious place in a bottle.
Each note, each accord, whispered tales of forgotten times, of clandestine experiments, and of the enduring power of scent to evoke memories and emotions.
A fragrance to challenge and intrigue
The Saint-Serre project transcended the boundaries of traditional perfumery, challenging preconceived notions of scent and inviting consumers to embark on a journey of olfactory exploration.
Through a blend of storytelling, archival research, and meticulous fragrance design, we created an "anti-perfume" that was both captivating and thought-provoking, leaving an indelible mark on the minds and hearts of those who experienced it.
PRODUCT DESIGN
Perfume bottle’s physical prototype.
ART DIRECTION
Editorial design for printed work.
To complement the fragrance's captivating story, we meticulously crafted a visual language that mirrored the historical and enigmatic tone of our narrative for the printed pieces. The communication and art direction blended with the fragrance's essence, creating a cohesive and immersive experience.
MARKETING STRATEGY
The visual communication of the narrative, through editorial and digital media, sought to achieve the greatest possible realism and historicity.
A site where you can access to the universe that the brand reveals to us, in which the story of Guillaume and the idyllic town he discovered will be presented.
Users can view detailed photos of the bottle, allowing them to appreciate the beauty and quality of the product. In addition, the website will offer more illustrated information about Guillaume's history and journey.