travel vial and a canvas wrapped travel atomizer case with brass cap (the travel atomizer case doubles as an oversized cap for the full-size bottle). Similar to Memo Paris’ price points, Floraïku costs 250 pounds for a bento box containing a 50-ml. All the ingredients need to be extremely well dosed. “But when I say simpler, to make something ‘simply’ in creation is very difficult. Floraïku is more rounded and the smell is simpler, maybe less contrasted,” Massenet said. “The idea was to have that leather because leather resembles traveling and the suitcase and all that. She compared the three scents in the Enigmatic Flowers group to Eau de Memo, which is an intense fragrance with leather and suede notes juxtaposed with a bouquet of fresh citrus notes such as grapefruit, bergamot and orange. Massenet, who was formerly the exclusive perfumer for Memo Paris and created the most recent Eau de Memo, said she transformed the ritual of tea into a scent by creating fragrances that are more “poetic” than ones she’s formulated for Memo Paris. Somewhere around the world there is a special place waiting for you,” she continued, comparing Floraïku to sitting at the top of a summit where one can sit, contemplate and “see calm. New oxygen by meeting people that are different from you and seeing other places and ways of doing things, of thinking, of religion, of everything…of seeing the unknown and what’s different from you,” Clara Molloy explained. Many people will tell you that you’ll get new ideas when you walk it’s the moment that your brain breathes. “You shouldn’t go too quickly, but we believe in movement. The philosophy behind the first brand is a long journey, where every part is interesting in some capacity. With Memo Paris, the baseline was “the destination,” she said, whether this meant someone walking or traveling in a boat or train. There must be something about me in both,” Clara Molloy stated - the brands embody something entirely different. While there is one parallel between Memo Paris and Floraïku - “I’m there, I am the link. I am coming home.” The “big rules are there,” Clara Molloy said of the poem, which is printed on three lines just like a traditional haiku, although each line doesn’t contain the seven, five and seven syllables that are supposed to constitute a haiku.Ĭlara Molloy said Floraïku is a departure from the decade-old Memo Paris range, which has a portfolio of 26 scents. Each bottle is emblazoned with a haiku written by Clara Molloy, who took creative license in the writing process.įor example, the fragrance “I am Coming Home” contains a haiku that reads: “Shivering lights far away. The range of eau de parfums are separated into three “ceremonies” - Secret Tea and Spices, Enigmatic Flowers and Forbidden Incense - containing three scents each, as well as two fragrances that Clara Molloy referred to as “Shadows” (“Sleeping on the Roof” and “Between Two Trees” are the Light and Dark Shadows, respectively). 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). “We found that the names of perfumes are very important, almost as important as the fragrances themselves. 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. 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. Floraïku, the fragrance brand from Memo Paris founders Clara and John Molloy, takes its inspiration from Japanese culture and poetry - haikus, specifically.
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