Bond No.9 Hudson Yards (2014): The Anticipatory Scent of a Redevelopment Project {New Perfume}



The New Perfume You Can Geolocalize in Hudson Yards While Construction Builders are Still Working on the Project 

New York perfume house Bond No.9 will launch a new perfume baptized Hudson Yards from April 2014 in anticipation of the advent of the eponymous redevelopment project in the Big Apple set to be completed by 2017... 

The brand is inspired by a "place which does not exist yet," - except as architectural digital blue prints and a dedicated website.


A futuristic projection of Hudson Yards

The name "...refers to the Hudson Yards, this vast wasteland on the western edge of Manhattan, adjacent to Chelsea and Hell's Kitchen, and even to some extent to the Hudson River. This distant, rather dreary space for trains from Pennsylvania Station will be transformed over the coming years into a model world of the future."

To tackle the olfactory interpretation of the place to come, Bond No.9 have opted for a dewy floral signature meant to evoke both spring and new beginnings. 

The eau de parfum smells of a "bright radiant bouquet of dewy petals". In the top, there is sensual lily of the valley, innocent freesia and spicy pink peppercorn. In the heart, a heady floral bouquet develops with dewy peony buds, Bulgarian roses offering vinous lychee nuances. To round off the composition, we have orange blossom, iris absolue and white musk. 

The flacon is colored a neon Chartreuse Green with iridescent reflections to evoke ultra-modernism and futurism. The green rose on the neck of the bottle is a literary allusion to A Portrait of the Artist as a Young Man by James Joyce where a green rose is meant to evoke unforeseen possibilities,

"White roses and red roses: those were beautiful colours to think of. And the cards for the first and second place and third place were beautiful colours too: pink and cream and lavender. Lavender and cream and pink roses were beautiful to think of. Perhaps a wild rose might be like those colours and he remembered the song about the wild rose blossoms on the little green place. But you could not have a green rose. But perhaps somewhere in the world you could."

Price: 280€ for 100 ml. 


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1 Comment | Leave a comment

  1. I love that they're doing something new for something new in NYC. It's rare that new areas come to New York, I hope the real Hudson Yards neighborhood lives up to this scent. Wonderful concept!


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