Scents of Memories

Perfume was chosen to be the focal point of the Fall Winter 2014 window scheme at Rubaiyat department Store. The client wanted to highlight this category to introduce the new world of Luxury Niche Perfumes to the Saudi market. We decided to work on the emotions that scents provides. The scheme was about how to relate perfumes and the scents to your memories. Each windows were also supported by a quote from famous perfumers. The first window was inspired from this quote by Jacques Guerlain "I felt something so intense, I could only express it in a perfume." Like all the rest of the windows the generic design was all classic mohagany brown wooden walls with white Marble effect flooring which gave a nice glow to the props. This window reflected intensity and femininity. The panels in the walls were dressed with a floral wall paper filled up with many different shapes of frames and mirrors. There was a giant tilted bottle of perfume as central prop with two ladies trying to hold it. A classic hand painted console table was also added, and decorated with some vintage props and bottle of perfumes. A classic blinds was installed on the side to fill up the space and to create some privacy as the set up attempted to re create a lady’s private dressing room.

The next window was inspired from “A woman wears both jewellery and fragrance and both recall happy moments in her life” from Alain Boucheron. A half circle carousel was placed in the centre of this window, custom dedigned perfume bottles replaced the traditionsl horses on the poles of the carousel.

The following window's quote was “Perfume is an art form. In the same genre as music and painting. It requires talent, expertise and most of all passion." From Clive Christian. This window focused on memories that are recalled through scents. To reflect this message, the back wall panels were filled with real polaroid pictures one on top of each other, 7000 Pictures were used to cover the entire surface. A giant gramophone was placed in the middle with perfume bottles placed instead of the record and with a big bouquet of flowers coming out of its speaker. It was a metaphore of the perfume notes being played instead of the musical notes.

The last window was inspired from this quote “Happiness is a perfume you cannot pour on others without getting a few drops on yourself” Ralph Waldo Emerson. Since it was all about happy moments and sharing emotions through perfumes. We decided to create a beautiful set up of a luxurious dining table dressed with mixed porcelain and silver vintage table ware, where the food and drinks were replaced by perfume bottles. Big flower vases were added on the table set as well as three layered chandeliers made of vintage crystal perfume bottles hanging from the ceiling, which added a dramatic touch to the overal scene.

Mannequins were bespoke made and specially designed for this project as they had to be part of each story. The Carousel, the Giant perfume bottle, the Gramophone, and the perfume chandelier were designed by AVS and produced by Props Studios from London. The rest of the set up and props were designed by AVS and produced locally in Jeddah.

Seasonal Displays

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