The section of the project was dedicated to 8 lost brands which had been assigned to 8 world-renowned designers. These designers, each one suggesting their personal interpretation, have been invited to rebrand each trademark to protect production-related experiences and to start a global virtuous circle involving the producers of raw materials and the perfume brands.
Eight separate pavilions, presenting eight defunct luxury perfume brands, recreated and reimagined by Tord Boontje, Dimore Studio, Fernando and Humberto Campana, Front, Jean-Marie Massaud, Jaime Hayon, Piero Lissoni and Nendo were set up in the Botanical Garden of Brera in Milan.
Each one of these installations inspired Gérald Ghislain, founder of Histoires de Parfums, to create a unique fragrance which could combine the visual impact of the designers’ works with the historic perfumes of days gone by / of the past.
