Memo Paris Founders Launch Floraïku Brand

Call it a haiku to fragrance.
Floraïku, the fragrance brand from Memo Paris founders Clara and John Molloy, takes its inspiration from Japanese culture and poetry — haikus, specifically.
This week, Floraïku launched exclusively with 11 fragrances at Harrods in London with a 270-square-foot space in the retailer’s extended Salon de Parfum. Designed by India Mahdavi — who created the Memo Paris flagship in Paris — the space has a wooden floor inspired by Japanese tatami mats, gold leaf wrapping a “ceremony bar,” brass and white leather chairs and white marble and straw panels.
“We found that the names of perfumes are very important, almost as important as the fragrances themselves. Some people might forget that. You have to dream with the name; it has to be something that makes you start to smell,” Clara Molloy said, noting that the brand is influenced by Japanese traditions and ceremonies, although Japanese olfactory references weren’t inspirations for the actual juices (save for cherry blossom and Genmaicha tea notes found in two of the scents).
Alienor Massenet, a senior perfumer at Symrise, created seven of Floraïku’s fragrances — “I See the Clouds Go By,” “Cricket Song,” “First Dream of the Year,” “One Umbrella for Two,” “My Shadow on

Follow WWD on Twitter or become a fan on Facebook.

Read More…      

Posted in Uncategorized.