Scent experiences: tracking the trend

Thursday, 27 February 2014

London Rain collection by Jo Malone

Luxury fragrance brand Jo Malone has released a series of colognes designed to evoke the smell of London rain at different times of day. Ranging from the dewy freshness of a city park at dawn to an afternoon shower and evening downpour, the scents tie into the trend for region- and time-specific fragrances that we reported on in 2011.
London Rain collection by Jo Malone

Dawn rain is represented with dewy angelica while a mid-morning shower is evoked using wisteria and violet. In the afternoon, white jasmine and mint reference a summer garden mid-shower. The evening downpour hitting the concrete streets of London is brought to life by black cedarwood and juniper.

The National Parks Fragrance Collection by Airwick

Airwick UK has also announced a series of home fragrances inspired by a specific place, in this case focusing on the nation's best-known landscapes.

The National Parks Fragrance Collection celebrates the Yorkshire Dales with a scent of white roses and pink sweet pea; Exmoor with sea spray and ocean minerals; the Peak District with spring breeze and golden lily; and the Brecon Beacons with wild blossom and fresh mountain dew.

Virgin Islands fragrance by Airwick US

Launched last summer, the US version of the collection evokes the experience of the Grand Canyon, Denali, Gulf Islands, Virgin Islands and Hawaii.

Tom Dixon's stand at Maison & Objet this season also had a focus on experiential scent, with four candles themed around the elements.

Homebuildlife subscribers can read more about the links between scent and experience in our trend report, The Scent of Colour, and the use of weather as a design inspiration in Climate: Experience Design Inspired by Weather.