TAGS: Perfumes & Fragrances
Symrise creates L’Appartement Etoile, a new hub to re-conceptualize fragrance development as an agile and collaborative creation process. The new hub offers an intimate, inviting ambiance and breathtaking view of the Arc de Triomphe, giving guests a unique and inspiring backdrop to spark ideas, create opportunities and provide modern solutions in real time at the on location lab.
New Hub Dedicated to Creative Arts
The company’s new hub will also be a home dedicated to the creative arts and olfactory culture, bridging the disciplines through exclusive cultural programs. Planned events include thematic exhibitions, master classes, conversations with iconic speakers and artists to learn, connect and cross-pollinate knowledge.
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It is in the Symrise DNA to challenge boundaries – we constantly push ourselves to create differently, with more agility and ingenuity. We also believe fragrance inspiration is cultivated through collaboration with other artistic disciplines,” Ricardo Omori, senior vice president Global Fine Fragrance, Symrise AG.
Expansion of Fine Fragrance Category
At L’Appartement Etoile, audiences including clients, perfume lovers, influencers and the media will experience a collaborative space that encourages exchanges and feel nourished by a real creative energy.
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L’Appartment Etoile, through its conception, design and overall ethos, embodies the Symrise values of Excellence, Creativity and Added Value. Symrise Fine Fragrance consistently challenges existing ways of thinking and I am confident that this new hub will continue the Symrise expansion and reinvention of the Fine Fragrance category,” Heinz-Jürgen Bertram, CEO Symrise AG.
Source: Symrise