Martin Margiela Fragrances is an extension of fashion brand Maison Martin Margiela, known for its avant-garde, deconstructivist approach. The fragrance line embodies this same innovative and artistic philosophy, distinguishing itself through unique and memorable olfactory creations.
Inspired by specific memories and moments, the "Replica" collection retranscribes olfactory experiences in the form of memories such as "Lazy Sunday Morning", "Jazz Club" and "Beach Walk".
To mark the arrival of spring, the brand wants to organize a major event in Italy, bringing together personalities from all over the world around one of its flagship fragrances, "Lazy Sunday Morning".
Selected by Studio Artera and Martin Margiela Fragrances, French sculptor Audrey Guimard was the obvious choice to take part in this major event.
For this collaboration, Audrey set about transforming the "Lazy Sunday Morning" diffuser into a veritable work of art. Known for her ability to marry materials and forms, she transformed this limestone object into a dazzling sunrise over the mineral landscapes of Puglia. Through a subtle interplay of strata and draped fragments, this creation captures the serenity and timeless elegance that characterize the world of Martin Margiela.
During the workshop in Italy, Audrey designed 90 variations of this sculpture, each customizable to reflect the guests' unique tastes. This approach ensures that each piece is not just a work of art, but a personal object charged with the memory of the moment.
In partnership with Agence ADR for event design and production.
