ONE HIT WONDER
The first fragrance from APC smells like your favorite rock star.
Sweat, stale beer, and too many nights spent on a tour bus are the scents you think of when it comes to rock stars.
But APC designer Jean Touitou had a more romantic image: The smell of a velvet-lined guitar case filled with rose petals.
For its very first fragrance, the unisex Sustain, APC is eschewing the typical beauty world notes for something a bit more sonic. The essential oil blend is cased in a hand-carved wooden box, which in turn is in a silk-screened tote bag, both of which have a wave-like pattern.
“Taking music as a starting point, we decide to look at the outcome of the opening chord of Ray Davies’ song ‘Waterloo Sunset’ played on a 12 string guitar (there are 12 essential oils in Sustain) on a computer screen,” explains Touitou. “We can see a wave, we print it, we draw it again, and with this drawing we leave for Jura, to meet craftsmen specialized in box wood turning.”
Like most things from APC, Sustain is subtle and smooth, with a surprising depth that lingers far longer than your average musical note. But like limited edition vinyl, getting your hands on a bottle could prove difficult; only 300 are being produced.
Though Touitou claims that “the mere idea of making a perfume turns me off,” this one sounds—and smells—pretty good to us.
REBECCA WILLA DAVIS
Visit apc.fr for more info.
But APC designer Jean Touitou had a more romantic image: The smell of a velvet-lined guitar case filled with rose petals.
For its very first fragrance, the unisex Sustain, APC is eschewing the typical beauty world notes for something a bit more sonic. The essential oil blend is cased in a hand-carved wooden box, which in turn is in a silk-screened tote bag, both of which have a wave-like pattern.
“Taking music as a starting point, we decide to look at the outcome of the opening chord of Ray Davies’ song ‘Waterloo Sunset’ played on a 12 string guitar (there are 12 essential oils in Sustain) on a computer screen,” explains Touitou. “We can see a wave, we print it, we draw it again, and with this drawing we leave for Jura, to meet craftsmen specialized in box wood turning.”
Like most things from APC, Sustain is subtle and smooth, with a surprising depth that lingers far longer than your average musical note. But like limited edition vinyl, getting your hands on a bottle could prove difficult; only 300 are being produced.
Though Touitou claims that “the mere idea of making a perfume turns me off,” this one sounds—and smells—pretty good to us.
REBECCA WILLA DAVIS
Visit apc.fr for more info.
This story was published on September 9, 2009.
CONTENT RATING:
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Niceer
09/19/2009
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