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FRAGRANCE NEWS & COMMENTARY
Frederic Malle Revolutionizes Brick & Mortar Perfumery
Now that Chef Roble' Ali creator of CLIQUE by Roble' technically revolutionizes the most anticipated launch of the branded Fragrance Recipe concept. Frederic Malle' teams up with architectural genius, Steven Holl to reinvent the look of brick and mortar perfumeries with a 21st century appeal that gives a store front, new meaning. This extravagant perfumery debuts to celebrate 14 years in business as an iconic entrepreneur, author and truly a man who brings his unique gift to the fragrance industry.
Frederic Malle' founder and owner of Editions de Parfums, a worldwide niche perfumery that has created some of the most fundamental scents by the most talented Master Perfumers.
Malle is a fan of architecture and he had the dream of presenting and using perfumery with art to created noted fragrances such as Le Parfum De Therese by Master Perfumer, Edmond Roudnitska, Musc Ravageur by Master Perfumer, Maurice Roucel and Carnal Flower by Master Perfumer, Dominique Ropion just to name a few.
Malle' provides the foundation and enterprise for selected perfumers to be a part of a sort of secret club by elegantly composing scents from a archectural point of view.
On June 6, 2014 Editions de Parfums was transformed in a twenty-first century oasis. Its a perfumery like I have never seen with circles, curves, wood and serene lighting.
For years, Malle' admired the work of Steven Holl and he did not hesitate to contact him to discuss this new revolutionary look to the brick and mortar shops that we see.
This new concept debut at Editions de Parfums in New York but this re-design will be coming to more stores in London, Miami, Los Angeles. Who knows even the world!
I actually like the design and it is a very bold step but with the help of noted architects like Steven Holl, how could you go wrong?
Editions de Parfums is not only a perfumery, but now it becomes a museum in the world of architectural beauty but also in terms of the likelihood of what new fragrances will arise now that there is a new theme to this perfumery.
I look forward to seeing what the perfumeries forthcoming in London, Miami and Los Angeles will look like.
Frederic Malle' literally brings the 'Art of Perfumery' to us in full view.
Editions de Parfums
94 Greenwich Avenue
New York City, NY 10011
Hours of Operation
Photos: Photo of Editions de Parfums perfumery courtesy of www.wallpaper.com; photo of Frederic Malle' courtesy of www.refinery29.com; photo of Steven Holl courtesy of www.artsjournal.com