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Givenchy Perfume Journal - a journey for the senses

CONTENTS

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4

INTRODUCTION

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CONCEPT

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LOCATION

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OUTCOME

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PAVILION STRUCTURE

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FLOOR PLAN MAP

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INTERIOR DESIGN

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ADVERTISING

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LAUNCH NIGHT


Givenchy Perfume Journal - a journey for the senses

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GIVENCHY PERFUME JOURNAL PAVILION ( top view )


Givenchy Perfume Journal - a journey for the senses

INTRODUCTION The house of Givenchy has become known as the ‘nose’ of the perfume industry. To celebrate its iconic perfume and the 60th Diamond Anniversary of the luxury French perfume and fashion house in 2012, the idea is to launch a travelling exhibition- The Givenchy Perfume Journal - a journey for the senses. From the first step of this journey, the visitor is immersed in a mixture of the 4

classic and contemporary, through sights, sounds and fragrances.


Givenchy Perfume Journal - a journey for the senses

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GIVENCHY PERFUME JOURNAL PAVILION


Givenchy Perfume Journal - a journey for the senses

CONCEPT Givenchy is one of the best-known names in the perfume industry. It is a brand name that you can reply upon without any doubts or hesitations. The art of perfume is often compared to music; with different notes all combining to create hesitations. Think of the time spend enjoying the perfume fragrance, enjoying that fragrance is like listening to harp music, including the 6

phase after the tone, and the rhythm; all of this is implied in the perfume. The structure of the harp is the inspiration for the design of the pavilion. The harp was chosen for two reasons: the harp and Givenchy are both from France, and the harp also has the main characteristics of the brand, which are the classical (Genteel), stylishness (Grace), and love of pleasure (Gaiety), the three Gs of the Givenchy logo. The man purpose of the exhibition is to turn smell into something visual.


Givenchy Perfume Journal - a journey for the senses

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Harp


Givenchy Perfume Journal - a journey for the senses

LOCATION The Givenchy Perfume Journal is a travelling exhibition. It will travel to three venues: Paris (Jardin du Luxembourg), London (Hyde Park) and Tokyo (Yoyogi Park). Hosting in parks will draw people’s attention easily. The pavilion will travel the globe for two years, starting from September 2012 in Paris, followed by London (May 2013) and, finally, Tokyo (January 2014) 8

PARIS

LONDON

TOKYO


Givenchy Perfume Journal - a journey for the senses

OUTCOME The exhibition outcome for the Givenchy brand is: -

Increasing the awareness of Givenchy perfume.

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Increasing the likelihood of purchasing Givenchy perfume.

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Promotion the brand to a wider audience.

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Revealing the inspiration behind the classic Givenchy scents.

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Presenting the identity of Givenchy’s brand: classic and contemporary.

The exhibition outcome for the visitor to the Givenchy Perfume Journal exhibition is: -

Encouraging visitors to learn about Givenchy perfume.

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Explaining the story of manufacturing processes behind Givenchy per

fume and the brand. -

Teaching the history of Givenchy perfume.

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Allowing visitors to be immersed in the smell of Givenchy perfume,

rather than merely observing it. -

Experiencing the classic contemporary feeling of the French brand.

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Givenchy Perfume Journal - a journey for the senses

PAVILION STRUCTURE

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GIVENCHY PERFUME JOURNAL PAVILION STRUCTURE DESIGN ( centre )


Givenchy Perfume Journal - a journey for the senses

First, it is an alloy frame structure; the whole is a vertical structure of alloy strings. The overall momentum is to spiral upward, the spacing between the strings creates a staggered rhythm; this, coupled with rhythmic light, gives the overall elegance, the feeling of pleasure. The size of the pavilion will be 35x28x24m.

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GIVENCHY PERFUME JOURNAL PAVILION STRUCTURE DESIGN ( side )


Givenchy Perfume Journal - a journey for the senses

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GIVENCHY PERFUME JOURNAL PAVILION STRUCTURE DESIGN ( front )


Givenchy Perfume Journal - a journey for the senses

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GIVENCHY PERFUME JOURNAL PAVILION STRUCTURE DESIGN ( back )


Givenchy Perfume Journal - a journey for the senses

FLOOR PLAN MAP ENTRANCE LEVEL 1: THE HOUSE OF GIVENCHY Discover the fascinating creation process of how Givenchy fragrance is made. LEVEL 2: THE SCIENCE OF SCENT 14

Zone1: Experience the perfume ingrdedients through sight and scent. Zone2: See the classic perfume bottle of Givenchy. Zone3: Create your own package of Givenchy perfume. GIFT SHOP EXIT: PERFUME GIVENCHY Advertisment of Givenchy Perfume.


Givenchy Perfume Journal - a journey for the senses

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GIVENCHY PERFUME JOURNAL PAVILION FLOOR PLAN MAP


Givenchy Perfume Journal - a journey for the senses

INTERIOR DESIGN

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GIVENCHY PERFUME JOURNAL ENTRANCE


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LEVEL 1: THE HOUSE OF GIVENCHY Discover the fascinating creation process of how Givenchy fragrance is made.


Givenchy Perfume Journal - a journey for the senses

THE HOUSE OF GIVENCHY The exhibition emphasizes the emotional; through the exterior of the interior, emphasizes function and a visit through the main hallway is a distillation of the theme, the manufacturing of perfume. In the middle is water, surrounded by a classical corridor; on the ceiling is the logo of Givenchy, creating a sense of mystery, admiration and curiosity. In the corridor, there is subtle presenta18

tion of the whole perfume production process, allowing visitors to fully explore the mystery of the classical space. The level is intended to distance visitors from reality, as if being in an unfamiliar space, so that they can then concentrate on the acceptance of any information brought to them.


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LEVEL 1: THE HOUSE OF GIVENCHY Discover the fascinating creation process of how Givenchy fragrance is made.


Givenchy Perfume Journal - a journey for the senses

THE SCIENCE OF SCENT Visitors the second floor come back to earth again. So, on the second floor focus is on a straightforward presentation of Givenchy perfume products. In a conspicuous place in the middle, in eye-catching form, is the first listed Givenchy perfume, L’Interdit. Givenchy equals high status in people’s minds At the same time this L’interdit perfume, as displayed for the visitors, sets a 20

geographic centre, no matter where they are on level 2 they can see it. Then the remaining area on level 2 is divided into a gift shop and interactive area. The gift shop is enveloped by a circular cover, so that it is clearly distinct from interactive zone.


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LEVEL 2: THE SCIENCE OF SCENT Zone1:Experience the perfume ingrdediences though visual and scent. Zone2:Exhibit the classic perfume bottle of Givenchy. Zone3:Create your own package of Givenchy perfume.


Givenchy Perfume Journal - a journey for the senses

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LEVEL 2:THE SCIENCE OF SCENT, INTERIOR DESIGN ( top and bottom)


Givenchy Perfume Journal - a journey for the senses

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LEVEL 2: GIFT SHOP


Givenchy Perfume Journal - a journey for the senses

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LEVEL 2: GIFT SHOP, INTERIOR DESIGN ( top and bottom)


Givenchy Perfume Journal - a journey for the senses

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EXIT: PERFUME GIVENCHY Advertisement of Givenchy Perfume.


Givenchy Perfume Journal - a journey for the senses

ADVERTISING

26 MAGAZINE

IPHONE APP

OUTDOOR ADVERTISEMENT


Givenchy Perfume Journal - a journey for the senses

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WEBSITE


Givenchy Perfume Journal - a journey for the senses

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PRESS RELEASE


Givenchy Perfume Journal - a journey for the senses

LAUNCH NIGHT

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INVITATION


Givenchy Perfume Journal - a journey for the senses

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BROCHURE


Givenchy Perfume Journal - a journey for the senses

Alexandra Golovanoff, Amanda Lear, Ana Araujo, Anna Dello Russo, Anna Wintour, Bee Shaffer, Emmanuelle Alt, Florence Welch, Julia Restoin-Roitfeld, Kanye West, Laetitia Casta, Liv Tyler, Nicole Richie, Noomi Rapace, Patrick Demarchelier, Rie Rasmussen, Ron Wood, Stefano Accorsi, Vahina Giocante.

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EXHIBITION LAUNCH NIGHT GUESTS


THE GIVENCHY PERFUME JOURNAL

The Givenchy Perfume Journal  

The Gienchy Perfume Journal

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