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Maison Margiela Fragrances is one of the most sought-after fragrance lines in the world of contemporary luxury. Its Replica collection—fragrances that “replicate” specific memories, from waking up on a Sunday morning to a stroll along the seashore—has established a new paradigm in the industry: that of sensory memory as a brand territory.
For the spring launch of Lazy Sunday Morning in Italy, the brand wanted to go beyond a traditional marketing campaign. The challenge was to bring together 40 international talents and some 30 retail and content professionals in a memorable setting, and offer them an experience unique enough to generate authentic organic buzz. Studio Artera was entrusted with selecting the artist.
Studio Artera identified and proposed the French sculptor Audrey Guimard, whose work with mineral materials and organic forms naturally resonated with the sensory world of the fragrance.
For this event, Audrey created a piece inspired by the iconic Lazy Sunday Morning diffuser: she transformed the limestone object into a sunrise over the landscapes of Puglia, using layers and drapery to capture the serenity and timeless elegance of the collection.
During the workshop in Italy, she guided participants through 90 personalized variations of this sculpture, with each guest leaving with a one-of-a-kind piece, crafted with their own hands and imbued with the memory of the moment.
The event brought together 70 people: 40 international influencers and 30 industry professionals (local e-retailers, PR managers, the L'Oréal DMI team, and the content production team). The coverage on the dedicated Maison Margiela Fragrances Instagram account (481,000 followers) resulted in several posts and Stories, with organic reach generated directly by the participants themselves.
In partnership with ADR Agency for the event's design and production.
