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Bond No. 9’s newest addition is a sea-and-sun-drenched nod to Andy Warhol’s beloved getaway destination, Montauk, N.Y.
This story first appeared in the April 16, 2010 issue of WWD. Subscribe Today.
“It’s inspired by the constant parties, by old woods and driftwood and the freshness of the sea,” said Laurice Rahme, president and founder of Bond No. 9. “We want to have people experience the place.”
The fifth fragrance to join the brand’s Andy Warhol series, Bond No. 9 Andy Warhol Montauk is a unisex blend of woods and citrus designed to capture the country feel of the beachside town. Rather than vacationing in the manicured Hamptons, Warhol opted to spend his time in the rustic fishing village on Long Island, drawn to the charming clapboard houses, eclectic “Tudor-Motel Six design sensibility” and natural setting. He purchased an estate, which sprawled over 20 acres, in 1972 on Montauk’s East End.
“This scent is to celebrate the summer,” said Rahme. “Every single one of our fragrances is a journey or an experience.”
Launching exclusively in Saks Fifth Avenue on Memorial Day, the fragrance has a heart of hyacinth, lily of the valley and honeysuckle; top notes of wild bergamot, white laurel and blueberry, and a drydown of amber, driftwood, silver maple and red oak.
All notes were inspired by Montauk’s flora, fauna and natural landscape, said Laurent Le Guernec, senior perfumer at International Flavors & Fragrances, who blended the juice.
“I put ingredients in that would capture the laid-back feeling,” said Le Guernec. “I included the wood rejected by the sea, the sea mist, berries and florals, the [overall] feeling of craftsmanship.”
The front and back of the Montauk bottle feature four vibrant purple and yellow-hued versions of Warhol’s “Sunsets” series, a collection of 632 screen prints interpreting abstract sunsets in various colors.
Two weeks after it is introduced to the U.S., Andy Warhol Montauk, $220, will roll out to Europe and the rest of the world. Industry sources expect the fragrance to generate $1 million at wholesale in its first year. Rahme adds that this week, Bond No. 9 will introduce its first regional office in Dubai, with expanded distribution also planned for the region.