Founded in 2006, Stockholm-based fragrance house Byredo now have a collection of 12 unisex fragrances, each of which is an unexpected but inspired collaboration. Their latest partnership, with M/M, is particularly interesting. Not only are they the first graphic designers to create a perfume for distribution but the pair have turned the process of fragrance creation (and their own working style) on its head. Whereas Mathias Augustyniak and Michael Amzalag’s usual role in the beauty industry is to respond to a fragrance with a visual, M/M asked Byredo’s Ben Gorham and Jérôme Epinette of ROBERTE to produce a fragrance in response to 3 reference points: a block of solid ink purchased in Asia, a photograph of a Japanese calligrapher and a large Utopian formula that Mathias drew on Korean traditional paper.
As one would expect, no less attention has been given to the packaging and promotional material. M/M’s distinctive logo and signature organic aesthetic is splashed across the box. The duo are also reappropriating a series of images by photographers Inez van Lamsweerde and Vinoodh Matadin for the accompanying campaign imagery, available to download as wallpaper for iPhone, iPod Touch and iPad users.
I’m a true fan of Inez van Lamsweerde and Vinoodh Matadin. Check out their work if you don’t already know it! I would love to have one of their works at home…
Text Laura Bradley, via I-D.
Advertising Agency: M/M, Paris, France Creative Directors / Art Directors / Illustrators: Michael Amzalag, Mathias Augustyniak