By  on April 30, 2014

LONDON — The Serpentine Galleries threw a party under the dappled evening sunlight in London’s Kensington Gardens this week to celebrate the crisp, unisex fragrance it has created in collaboration with Comme des Garçons. To mark the launch, Tracey Emin designed the graphics for the bottle and its packaging, and donated two works of art to raise money for the gallery.

“The first thing I asked Greg Krum [the gallery’s head of commerce] when he approached us about working on a scent together was, ‘Do you want to make any money?’ He said, ‘Absolutely not, this is about image and prestige, not profit,’” said Comme des Garçons president and co-owner Adrian Joffe.

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