© by CQC
As soon as I arrived at the headquarter of Maison Martin Margiela (MMM) in Paris, everbody welcomed me very friendly. I was a bit late, but the event didn’t start yet and we had time to introduce one another. Shortly after saying hello to everybody the guys from MMM guided us through the presentation rooms and the first one was full of purpose-made video presentation desks and images of unrecognizable people (actually all part of the team) holding these video shelves. Alongside watching the short films (via these beautiful telephone receivers), which were created on the occasion of the event and introduced us to the world of Maison Martin Margiela (showing everything from 1989 to the 20th anniversary), we heard about the idea of creating their very first fragrance:
Like the iconic colour white, the value of life’s experience, the legendary discretion of the craftsman’s repeated touch, the scents – patchouli above all – have always been present in the offices of Maison Martin Margiela. Like a signature. A lining.
In 2001, Maison Martin Margiela conceived a 100% vegetable patchouli oil as a very limited edition solely for the Ebisu boutique in Tokyo, available in five fragrances code-named X, E, B, M and Q. A dual function was being explored: an essential oil for burning at home, and an oil for applying directly to the skin.
Its worth as a perfume – the thirteenth line created by Maison Martin Margiela – is now fully revealed. This new line strays well away from expectations and trends, faithful to the original creative style of the brand. It aims to establish a unique quality in a marked break with the conventions of the traditional perfume industry.
For its first olfactive creation, Maison Martin Margiela has chosen to strike out on a new path, reformulating the forgotten green fragrances that symbolised the femininity of the 1970s. It is also inspired by the brand’s major insignia – white, neutrality, a hint of craftsmanship, simplicity, pragmatism, integrity – in the design of the bottle and the choice of name. Line 3, as specific as Maison Martin Margiela’s other lines and issuing from the same kernel, the same gene set. Each line – garments, eyewear, jewelry, special objects, etc. – cultivates its own character but resonates with a coherence common to all. Line 3 aims to embody the olfactory universe of the brand.
»The development and creation of the first perfume from Maison Martin Margiela has been a marvelous experience. L’Oréal has given us all possible support in guiding us into this new world. Expressing our creativity and revealing our identity through such a special and unique essence is something we have wanted to do for a very long time. It fits in well with the consistent quality of our artistic universe, and is a natural counterpart to our collections, architectural projects, accessories and so on. We are extremely proud of the result, in all its aspects. We will waste no time in starting work on a new project, with a team of such talent and inspiration at our disposal.» Maison Martin Margiela
»This first perfume is distinguished by the priceless and unique vision that Maison Martin Margiela has been breathing into all its creations for over twenty years: the essential nature of the product is dictated both by a respect for expertise and by a creative, innovative spirit. With this first project, Maison Martin Margiela is setting out on an alternative path, freeing itself from the conventions and practices of the perfume industry, and targeting clients in search of new type of luxury stripped of all ostentation, clients who will love both its extreme simplicity and its marked sophistication. It is a great honor for the L’Oréal Luxury Products Division to have collaborated hand-in-hand with Martin Margiela and the rest of Maison Martin Margiela in the birth of this first perfume. We are also celebrating the introduction of Line 3 at Maison Martin Margiela, bringing together future perfume creations, all inspired by the exceptional boldness and creativity of the brand.« Marc Menesguen (Vice President of L’Oréal, head of the Luxury Products Division)
MAISON MARTIN MARGIELA Website
THE INTRODUCTION / THE INVITATION
THE IDEA OF MAKING A PERFUME AT MMM
THE DESIGN OF THE BOTTLE
THE INGREDIENTS OF (UNTITLED)
THE BEAUTY OF THE BOTTLE / MORE IMAGES
THE IMAGE CAMPAIGN / BEHIND THE SCENCES
HEADQUARTER SHOWROOM PART 1
HEADQUARTER SHOWROOM PART 2
HEADQUARTER SHOWROOM PART 3