L'ARTISAN PARFUMEUR
L'ARTISAN PARFUMEUR BEYOND THE WALLS
50 years calls for a celebration. And a little staging, too: L'Artisan Parfumeur Beyond the Walls, with Wild Buzz Agency.
For its half-century anniversary, L'Artisan Parfumeur wanted not just another celebration, but an experience. Wild Buzz Agency imagined, designed and produced it: L'Artisan Parfumeur Beyond the Walls, an immersive journey that takes the Maison beyond its walls and into its historic neighbourhood, Saint-Germain-des-Prés. Under the artistic direction of Olivier Leone (Pragma), the pop-up at 22 rue de Seine features a succession of backlit niches—a nod to niche perfumery—where bottles, archives and rare pieces tell the story of fifty years of creative freedom, centred on the reissue of the iconic Mûre et Musc. On June 17, the opening brought together more than 300 guests—members of the press, artists and public figures—for an evening of live performances at La Palette, the neighbourhood's legendary café. The experience then opened to the public from June 19 to 28.
The concept
Taking the Maison beyond its walls and into its historic neighbourhood, Saint-Germain-des-Prés. Under the artistic direction of Olivier Leone (Pragma), the pop-up at 22 rue de Seine features a succession of backlit niches—a nod to niche perfumery—where bottles, archives, materials and rare pieces from neighbouring galleries create a sensory map of fifty years of creativity, centred on the reissue of the iconic Mûre et Musc.
Niche perfume, and a niche for perfume
The evening at La Palette
On June 17, more than 300 guests—members of the press, artists and public figures—gathered at La Palette, the legendary Saint-Germain-des-Prés café, to celebrate the Maison's 50th anniversary. An elegant, light-hearted evening featured live performances by Aupinard, opera singer Fiona McGown and cellist Pauline Buet, before the experience opened to the public from June 19 to 28.
