Article Oct 29, 2016

You are no longer passing

Viktor & Rolf have the Magic touch with perfume

Viktor & Rolf has unveiled a new line of "magical" fragrances.

The Dutch design duo, Viktor Horsting and Rolf Snoeren, debuted their iconic perfume Flowerbomb in 2005, and it became an instant hit with fans and shoppers alike.

They also have scent Bonbon to their name, but for their latest launch Viktor and Rolf have curated something completely different; a collection of six eau de parfum, named Magic.

“We thought about a magic box,” Horsting said, reports WWD, adding the perfumes are like “potions”.

“Magic is a great name because in it lies transformation, and transformation has always been an important concept in everything we do. That’s how we started.”

Each scent was designed by mixing natural ingredients with unexpected synthetic accords.

Magic will begin its roll out in February (17), hitting the shelves of two Saks Fifth Avenues (New York and Las Vegas), as well as online. For the first year the exclusive perfume will only be available in 10 stores, with the final eight still being decided on.

Magic, which is designed for both men and women, will carry a price tag of $220 (£180)

When customers go in store to pick up their bottles, they’ll have a theatrical shopping experience with plans to have the bottles levitating and a station of beakers allowing shoppers to smell each fragrance with the press of a button. The perfume blotters will also have secret ink which will only become visible when a scent is sprayed on the card.

“Like with fashion collections or perfume, we always start with language,” Snoeren smiled. “We wanted to give every fragrance its own artwork where the name becomes a surreal, little artwork (in itself). It’s a word, but it’s all an illustration. It’s an image of the trick.”

Names include Liquid Diamonds, Dirty Trick, Lavender Illusion, Sage Spell, Sparking Secret and Dancing Roses, and each perfume will be housed in an apothecary-style bottle.