Guerlain debuts immersive scented art journey at Wuzhen Theatre Festival

During the Wuzhen Theatre Festival, the French beauty brand Guerlain launched a fragrance-themed immersive art journey, using scent as a tribute to art. This marks the first appearance of the century-old fragrance house at the Wuzhen Theatre Festival, which is held from October 16th to 26th in Wuzhen, East China’s Zhejiang province.

In the perfume art exhibition area, Guerlain showcased limited edition perfume in the bottles designed by masters such as the French artist Géraldine Gonzalez, the jewelry master Lorenz B?umer , the jewelry artist Sylvia Toledano and the French national treasure artisan, Liison de Caunes. These pieces provided visitors with a sensory and olfactory art feast.

In the contemporary art exhibition area, there was a collaborative installation by artist Li Yichen titled "Oriental Courtyard Fragrance Table," where light, shadow, and scent intertwined, with screens slowly rotating and breezes carrying strands of fragrance. The area also displayed Guerlain's Art Salon series, including "Bitter Sweet Symphony" with angelica scent, "White Kiss" with delicate white musk, the classic "Eternal Love" from the Legendary Collection, and "Beloved Heritage" from the Mille et Une Nuits Centenary Essence.

Guerlain has a long history of drawing inspiration from drama and theaters. From Jacques Guerlain's legendary 1925 creation "Shalimar," which revolutionized the history of perfume, to scents inspired by dramatic operas like "Madame Butterfly" and "Liu," Guerlain continues to celebrate the art of fragrance.