January 30, 2012—The third iteration of Elements Showcase kicked off without a hitch, this time featuring two forums.
Beauty Editor Jane Larkworthy of W magazine stepped up to the plate once again, recruiting an amazing line up of olfactory glitterati to speak on day two of the conference. However, it was the panel on day one, sponsored by indie fragrance darling Six Scents that was the sleeper hit of the showcase.
Six Scents marketing director Rocky Li skillfully fashioned a panel of well-respected creatives and experts to speak on how interdisciplinary collaborations with independent perfumers has sparked growth, and drawn positive attention to the niche fragrance industry. Led by moderator Levi Pharaoh, the panel included notables such as Chandler Burr, the Curator of Olfactory at the Museum of Art and Design, and Rodrigo Flores-Roux, Senior Perfumer at Givaudan, as well as Intertrade CEO Celso Fadelli, Artist Rainer Judd, and Lookbooks Management’s Erica Taylor.
“We have been working with the founders of Elements since last year, so when they approached us [this time] and said, “What would you like to do this year?” [I came] up with the idea of doing this forum because it’s really great to hear about what people across different industries have to say about the state of perfume right now,” Li explained.
Panelists and audience members bounced questions and answers back and forth, covering topics that ranged from discussing examples of creative collaborations that they’d like to see come to life, to the development of venues solely for the purpose of experiencing scent. The forum served well to kick start Elements Showcase, setting the tone for the show, and facilitating the main thread of conversation through out the convention floor.
This time around, the showcase was full of familiar faces, as well as some new additions. Old favorites Joya, Ursa Major, Portland General Store, and Cire Trudon, sat side by side with convention newcomers, 21 Drops-- a gorgeously designed aromatherapy line, and Le Palais des Thes-- a tea company with richly storied blends and delicious packaging. Other new brands on the floor to note: Arquiste, an inspired line built by architect Carlos Huber, and ToykoMilk Dark a new creation by prolific perfumer and designer Margot Elena.
Elements expanded its reach a little further with the addition of color lines—two particularly lovely lines: the eco-conscious Terre d’Oc, and the luxurious ByTerry. Visitors to the ByTerry booth had the opportunity to try on makeup via makeover by one of their national artists.
Interactive displays stole the show, once again, thanks to artist Andrea Maack, and classic perfumer Caron. Visitors to Maack’s mural installation gracing the far wall of the first floor could take away a piece of their choice. Each signed and numbered blotter was misted by the artist herself with one of six fragrances of the choosers choosing. In the elevator bay, male attendees moving between the convention floors could stop at a Caron sponsored barbershop for an extra fragrant expert shave by Garrett from Martial Vivot, an upscale midtown men’s salon.
Please see the slideshow for photos, and watch the video for a discussion on scent with Elements exhibitor Yosh Han, the creator of Yosh fragrances. Bookmark Examiner Alice An's YouTube Musings of A Candifiend for more coverage of Elements Showcase and other industry news.
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