GRASSE, France — The newly renovated Musée International de la Parfumerie here has reopened after a four-year expansion project that doubled its size to 3,500 square meters, or 37,674 square feet.
The renovation of the museum, which was established in its current space in 1989, cost of 11.3 million euros, or $14.5 million at current exchange.
During festivities at an Oct. 18 opening event, singers and dancers in traditional Provençal costume entertained visitors who included Jean-Claude Ellena, in-house perfumer at Hermès, as well as executives from Chanel, Christian Dior, Guerlain and Thierry Mugler.
The museum, which is in the city at the heart of the French perfume industry, includes terrace gardens of botanicals used as ingredients in fragrances, such as bigarade, a bitter orange and jasmine sambac from Southeast Asia. Interactive features include multimedia stations and there is an array of antique and modern perfume bottles, including Marie Antoinette’s nécessaire, or vanity case. The intricate wooden box contains multiple perfume bottles, a silver bed warming pan and tea service.
There are also scent-inspired installations by contemporary artists.
But it’s not all about the eyes — the museum does offer aromas on demand. Curator Marie-Christine Grasse contended museumgoers should be able to choose whether they want to smell violet in the room featuring Marie Antoinette or incense by the antiquities cases. Visitors can also attend a perfume atelier to sniff the elements that make up a fragrance.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)