Fabrice Peno + Eddie Roschi

Fabrice Penot and Eddie Roschi met while working on a marketing campaign for a "mass-tige," globally recognized fragrance. They both realized that perfumes had become commodities: stale, fungible, and common. With a shared vision for a line of scents that would instead be fresh, personalized, and refined, they launched their company, Le Labo, which has expanded its storefronts beyond New York City to Tokyo, Los Angeles, and soon London.

This emphasis on location—on urban outposts along global coordinates—is at the heart of the founders' vision. Each store sells ten Le Labo scents plus an eleventh scent created with that specific city in mind. That city-centric scent cannot be found anywhere else—not at other stores, not over the Internet, not via mail. "Rarity is a very important notion of luxury," Penot says. "You can find the same product in Tokyo, L.A., Paris or New York. And that's not what we wanted." In its place, the two founders hope to preserve a sense of uniqueness for their scents, their geography, and the connection between the two.

For these two perfumers—or scent creators, more accurately—how is a sense of place depicted in a product? As with any artist, they conceive of their work by deciphering and depicting symbols, clues, and signifiers of space and time. For Le Méridien, for which they have created a scent called LM01™, they have interpreted Le Méridien's focus on discovery, on culture, on exploration. "The original idea was the smell of a book, an old leather book," Roschi says. "In a hotel you want to have the comfort of being at home, but you also want the feeling of being away." The scent of a book does both, as reading is often both a stationery and wholly transportive experience. Certain scents have that same power: to remind one of where one is—and where one might want to go.

These collaborators' role within LM100 is the creation of LM01™, Le Méridien's signature scent. This scent is featured throughout Le Méridien hotels.

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Видео Fabrice Peno + Eddie Roschi канала Le Méridien