Grasse in the south of France is considered to be the most desirable terroir for some flower cultivars used in perfumery such as Rosa Centifolia and Jasminum Grandiflorum due in part to its climate. Yet, a local newspaper reports that Chanel are interested in exploring the option of cultivating flowers in the north of France, without naming which ones for now as the fashion house have only started to approach local authorities...
These tractations are taking place in the Dieppe region in Haute-Normandie, more specifically at Varengeville-sur-Mer which is reputed for the beauty of its gardens and in particular for Bois des Moutiers, le jardin de Vasterival and le jardin de Shamrock.
The mayor of the commune Patrick Boulier has been organizing a new botanical event since 2011 called Les Recontres Botaniques which was sponsored in part by Chanel last year in 2013. He has not confirmed nor denied the information saying that "it is indeed in the Zeitgeist" and that "nothing has been signed nor concluded".
The next Rencontre botanique will take place in February 2014, and observers are waiting to see if Chanel will confirm their involvement by sponsoring the event once more.
If it sounds like a creative move to develop a local perfumery industry, we can remember that Chanel the brand has historical roots in Normandy - like Christian Dior - in Deauville in particular and that some perfume manufactories are already located in the region.