In a more or less recurrent fashion, you see appear from time to time a perfume which is meant to smell of nothing except a concept. In 1921, there was Belle Haleine Voile de Toilette by Marcel Duchamp, in 2007, Choix by Dadadandy, in 2013 there is Helvetica Perfume by the creative collective Guts & Glory...
This time they have put a famous name on their scent of nothing dubbing it Helvetica after the font, but also the 2007 documentary by Gary Hustwit about the iconic type and typography and graphic design. This might be the first celebrity type fragrance.
Going really ballsy, the collective decided to bottle distilled water and put a price tag on it of $62. The water doesn't come from the pristine mountain rivulets of Swtzerland - a possible choice - but probably from a plastic gallon of distilled eau from the supermarket shelves, incognito, but clean. At least this water is clean and for germophobes.
"In 1957, Max Miedinger and Eduard Hoffmann set out to create a new sans-serif typeface for the Swiss design market. Their goal: to create a highly legible and completely neutral expression of the Modernist design movement to which they belonged. This typeface was to have no intrinsic meaning, allowing the content to convey the message.
Helvetica has gone on to become arguably the most ubiquitous and widely used typeface in history.
It is in this spirit that we have created the ultimate Modernist perfume – a scent distilled down to only the purest and most essential elements to allow you, the content, to convey your message with the utmost clarity.
Air. Water. You."
Is it an homage to Helvetica, a joke on fragrance inspired by minimalist niche perfumes? It's also a running joke on Twitter, with a series of fake ad copies,
A cool Swiss breeze blows through the office. http://t.co/JCiY20ULCr— Helvetica Perfume (@HelveticaParfum) December 1, 2013
The way f meets f and almost forms a ligature, but then doesn’t, much like lifetime partners in separate twin beds. http://t.co/k4gxRESldM— Helvetica Perfume (@HelveticaParfum) November 21, 2013
What is the taste of light, the color of time, the tone of forever? What is the sound of the far reaches of space?— Helvetica Perfume (@HelveticaParfum) November 21, 2013
This is a limited-edition artifact.
Numbered limited edition
24k gold printing on bottle
Typeset in Helvetica Bold
Letterpressed exterior packaging
Contains 2 oz of distilled water
Shipped ready for gifting