New scent brand Ostens is channelling the sensory power of fragrance with a vibrant, immersive installation in London
BY CLAIRE BINGHAM
New fragrance brand Ostens wants to change the way we think about scent. The idea is to harness emotions – through the use of single note-inspired scents – and visualize them in terms of colour. Abstract artist Wassily Kandinsky believed that colour is a power that directly influences the soul. Ostens is clearly on the same page.
The conceptual label is currently showcasing its first set of fragrances in a gallery-like space at London’s 62 Blandford Street in Marylebone, debuting with a pink neon-lit, rose-inspired installation designed by Ostens’ Creative Director Mark Wilkie. The sensory experience will constantly evolve with a fresh installation every couple of months to showcase individual perfumes. This is about encountering perfume not through typical advertising but instead by taking in the atmosphere directly and following your nose for yourself.
ABOVE: An eye-popping luminescent pink display in London’s Marylebone showcasing ’Rose OiI Isparta’ from Ostens’ debut fragrance collection
RIGHT: Ostens co-founders Laurent Delafon and Chris Yu outside the Blandford Street store
BELOW: ’Rose Oil Isparta’ eau de parfum, £145 for 50ml; ’Patchouli Heart’ eau de parfum, £85 for 50ml; ’Cedarwood Heart’ fragrance oil, £35 for 9ml
Ostens is masterminded by two fragrance experts, Laurent Delafon and Chris Yu, who worked with some of the most talented perfumers at International Flavors & Fragrances to craft their new unisex scent collections, launched this December. Creative inspiration came from championing exceptional hero ingredients from Laboratoire Monique Rémy – a world-leading supplier of natural ingredients to the perfume industry, now owned by IFF. The result? Tantalising perfumes designed as an ode to a single note, such as ‘Patchouli Heart No. 1’ by perfumer Domitille Michalon Bertier and ‘Rose Oil Isparta’ by Dominique Ropion. Préparations (perfume oils) intensify and carry the key ingredients, while Impressions (eau de parfum) use the hero elements as a jumping-off point.
Combining perfume with colour and art, Laurent and Chris have taken the olfactive compositions even further by developing a visual language for each of the hero notes, making the invisible visible through the use of colour combinations to evoke emotions generated by the distinctive scents.
Ostens offers five Préparations (fragrance oils), from £35 for 9ml, and six Impressions (eau de parfum), from £85 for 50ml. Discover Ostens in residence at 62 Blandford Street, London W1; see website for opening hours.