Symrise Launched First New Fine Fragrance Creation Hub Little Red House in Shanghai
- Chaileedo Press
- May 23, 2023
- 2 min read
Updated: Jun 5, 2023
On May 18, 2023, Symrise held the opening ceremony for its new Fine Fragrance creation hub, The Little Red House, located in the heart of Shanghai.
On May 18, 2023, Symrise held the opening ceremony for its new Fine Fragrance creation hub, The Little Red House, located in the heart of Shanghai. The event was attended by Symrise fine fragrance perfumers Alexandra Carlin and Maxime Exler, Deputy President of Fragrance Ricardo Omori, Global Fragrance President Eder Ramos, and other important team members.
Symrise has opened The Little Red House in Shanghai's Xuhui District, which is part of its efforts to strengthen its position in the important fragrance market of China. Symrise pointed out that the Little Red House has dedicated space for market research, creative arts, and olfactory culture, where exclusive events and cultural programs are held.
These include fragrance master classes, perfumer encounters, trend talks, and more, which offer opportunities for learning, connecting, and sharing knowledge. The hub is open to Symrise clients, perfume lovers, KOLs, and members of the media, who can experience a collaborative space that encourages exchanges and fosters creative energy.
Julianne Pruett, Global President of Fine Fragrance, said: “We believe in leading at the forefront of innovation and accessibility to our customers. Just like L’Appartement Étoile in Paris, the Little Red House is strategically located in the center of Shanghai and brings us closer to our customers. It also provides a modern ambiance that sparks creativity.”
As part of the celebration for the opening of The Little Red House and as a tribute to China's fragrant culture, perfumers David Apel, Suzy Le Helley, and Maxime Exler worked together on an iconic De Laire Base, Piviane, which honors China's long-standing love affair with peonies.
The new fragrance, Piviane Impériale De Laire, is made using a combination of exclusive synthetic and natural ingredients known for their captivation, which are commonly used in De Laire fragrances. These ingredients include Symrose, Sympep, Artichoke Symtrap Longoza, and Vetiver from Madagascar. Piviane Impériale represents the epitome of refined floral sophistication, combining the bright blooming peony with a smoky, leathery undertone. It is the ultimate expression of majestic femininity and a tribute to the world of fine fragrances and China.
"After working in China for the last couple of years, this new base truly pays tribute to Chinese beauty and their love for fragrance. I love to explore new ingredients and challenge myself. So, alongside our Symrose captive, I played with the addition of the Artichoke Symtrap. It brought something fresh, unique, and genderless,” said Maxime Exler, Perfumer.
Source: Symrise
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