Editions de Parfums Frédéric Malle arrives at the Salone del Mobile with the Find Your Perfume experience at Mudec.
From June 7 to 12, 2022,Éditions de Parfums Frédéric Malle, a brand synonymous with artistic perfumery, founded by Frédéric Malle, returns to amaze at Fuorisalone 2022with Find Your Perfume, an olfactory journey that will allow each person to find the perfect fragrance.
The exclusive installation will be present at MUDEC, Museum of Cultures in Milan, throughout Design Week, and is curated by Greek painter and multimedia artist Konstantin Kakanians,able to tell the story of the magic of the iconic collections signed by the Maison.
Find your Perfume represents a true olfactory journey within the sophisticated and evocative universe created by the master Frédéric Malle that highlights once again the deep connection of the French brandwith the world of Art, Design and Creation. The exclusive concept and installation signed by Kostantin Kakanians will allow each person, according to their personality and style, to find the perfect fragrance, the scent that best reflects and expresses the most intimate traits of individuality. A clear reference to the unprecedented and ingenious Find Your Perfumer questionnaire developed by Éditions de Parfums Frédéric Malle again in collaboration with the eclectic Greek artist,available in the Editions de Parfum Frederic Malle Boutiques and on the official website www.fredericmalle.eu/findyourperfume. This self-representation of the person is reflected in an algorithm, based on Malle’s years of observation, translated into images with Kakanians’ inimitable whimsical grace, and leads to a result of stunning accuracy.At Éditions de Parfums Frédéric Malle, matching the person to the right fragrance-in person or virtually-has always been a crucial part of the brand’s mission. “From the very beginning-twenty years ago-I thought that although a face-to-face consultation with one of our specialists would always be the best solution, it should not be mandatory to come to the store to have a great experience or find the right match, “Frédéric Malle says today. “Not everyone could visit our boutiques, but we had a scent for almost every person. That’s why we were the first perfumers to launch a website, which seemed counterproductive to many at the time. I always knew that a virtual experience could be just as fun and accurate. “The original e-commerce site contained the first attempt; an almost Proustian questionnaire, which Malle answered personally, apparently by magic, or intuition produced incredibly accurate recommendations.
It was so accurate that it is still there, 20 years later. This acumen was a triumph of studying and observing people’s visual language, individual style choices, and aesthetic preferences. In the early years, Monsieur Malle had made sure to work personally on the floor of the French boutique on Rue de Grenelle to get to know the clientele, learn the art of matching customer and scent, and train his consultants to be expert matchmakers. This seemed crucial: the combination of rationality and instinct, meticulous refinement and imagination, was for Monsieur Malle the ethos embodied by the company. “Simply by really observing and listening to people, we learn so much,” he says, “and as a result, we can give really accurate advice. And this way of looking at people in a tailored, very attentive way helps them find the freedom they really want-the freedom to be themselves
