In Search of Proust’s Scent With Iconologie, a New Brand of Candles – WWD

Photographer, director and producer Laurent Seroussi is seeking to take scented candles into a new, arty route with the launch of his model Iconologie.

In his new enterprise, Seroussi developed luxurious scented candles that goal to evoke the essence of nice creative actions and their prime exponents, ranging from the likes of Marcel Proust, Victor Hugo and Colette. The objective is “to offer individuals the probabilities to dive into the atmosphere and inventive course of” of such muses, but in addition have fun the craftsmanship noses, grasp glassmakers and cardboard makers.

“I’ve all the time cherished candles and…have all the time used them as a supply of pure gentle in a lot of shootings, photographic creations, staging and music movies,” stated Seroussi, recalling he first thought of launching the model a decade in the past when “I couldn’t discover what I used to be on the lookout for.”

“I like complexity and class and I might by no means discover [those] in scented candles.…And often once I can’t discover one thing, I’ll make it myself,” he added.

With a global schooling that features the École Nationale Supérieure des Arts Décoratifs and École Boulle in Paris, Central Saint Martins in London and The Cooper Union in New York, Seroussi has all the time had a multidisciplinary method to the artwork world. Yet whereas he toyed with the concept of launching Iconologie for years, it was solely throughout COVID-19 that he had time to concentrate on the challenge and truly deliver it to life.

“I’ve all the time been multifaceted. I like each creative facet of a job. What I deliver to the desk is the seek for perfection, the luxurious facet of an object from its conception to its ultimate creation.…I do all the pieces myself: drawing, taking pictures and producing,” stated Seroussi. “After sight and contact, odor was the following sense I wished to discover. How to make it alive, to understand it…I like the entire problem.”

An Iconologie scented candle.

Laurent Seroussi

Manufactured in France’s Normandy area, Iconologie’s candles think about and reinterpret artists’ fragrances based mostly on the place they lived, their work and their personalities. To accomplish that, Seroussi studied the Parisian deal with of every artist, taking inspiration from every structure.

Launching on the centenary of his demise on Friday [Nov.18], the primary candle developed was impressed by Marcel Proust, who lived at 45 Rue de Courcelles, and releases a spicy perfume mixing cardamom, cinnamon and Tonka bean.

The second candle pays tribute to Victor Hugo and his iconic residence in 6 Place des Vosges; the scent consists of a leathery wax combined with notes of thyme, cedar, sandalwood and patchouli. The third one devoted to Colette, who resided at 9 Rue du Beaujolais, is a mixture of geranium, violet and papyrus.

“These first three artists have been an apparent alternative, as a result of of their personalities, of course, but in addition as a result of of what they represented as people, with their artworks, masterpieces and their distinctive relationship with Paris. I studied them completely, I walked by means of Paris, photographed their buildings and home windows to recreate their environment. The window you see on every candle is the precise window of the constructing they used to stay in,” stated the founder referencing the glass vase every candle is available in. The secondary packaging is a paper case reproducing the Parisian constructing that housed every artist.

The Iconologie scented candle devoted to Victor Hugo.

Laurent Seroussi/Courtesy of Iconologie

Retailing for 145 euros every, the scented candles simply debuted at Iconologie’s on-line retailer. “Our small-scale manufacturing, made by order, calls for the flexibleness provided by the digital world,” famous Seroussi, including that the model has already been method by few worldwide retailers, particularly decor shops based mostly in Tokyo.

Looking ahead, the founder has already recognized the following artists who will encourage new candles and add to the gathering: painter Pierre-Auguste Renoir, novelist Émile Zola and singer Édith Piaf.

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