Flowerbomb- Viktor & Rolf !

06.10.04, 22:27
Wow, nareszcie wiadomo, jak wyglada finalny efekt wspolpracy duetu
ekscentrycznych projektantow Viktor & Rolf z koncernem L'Oreal.
Oto ciekawa, robiaca wrazenie 12 stronicowa i pra-premierowa prezentacja (po
wlosku, ale co tam- byle naciskac next, a opisy nut nie sa takie trudne :-)
Mozna na niej znalezc zdjecia flakonu i opakowania, charakterystyke zapachu,
reklame, inspiracje, zeszle kolekcje itd.

www.modaonline.it/publinformazione/f290904b/f29_00.htm

Flowerbomb- hmm, myslalem, ze bedzie to jednak inna nazwa i projekt, z opisu
wynika, ze intensywnie kwiatowy- ale i tak zapowiada sie ciekawie.
    • ziereal Re: Flowerbomb- Viktor & Rolf ! 06.10.04, 22:36
      popstrykalam sobei next..ale mi sie znudzilo po 3 obrazku, a jezyka nie
      rozumiem. Moge jedynie o flakonie..ze ujdzie w tloku :),a flowerbomb..to moze
      byc niebezpieczne, jak kazda bomba:P.
      Poza tym siedze na obczyznie i pracuje w branzy, w ktorej jedynymi odczuwalnymi
      zapachami jest palony klej, zelazo, smar, odcieta od sephor i douglasow..i juz
      planuje jakies zakupy. T e s k n i e za wachaniem, wiocha jest to totalna, wiec
      nie bardzo moge sie gdziekolwiek wybrac, odkrylam za to calkiem przyjamna pume
      jamaice (uzywa jej moja ciotka), mile cytrusy, szkoda, ze trwalosc znikoma.
      .:)pzd
    • sorbet Re: Flowerbomb- Viktor & Rolf ! 06.10.04, 22:47
      Dzięki za newsy:-) Forever.
      Ale design mi się nie podoba:-( ani sposób prezentacji. To jest coś w stylu
      Dior'a. W zestawieniu ze starymi kolekcjami VR, ten "projekt" jest banalny.
      Forsą pachnie.
      • forevermore79 Re: Flowerbomb- Viktor & Rolf ! 06.10.04, 22:51
        Zdecydowanie forsą- ja myslalem, ze to bedzie cos surowego, w ich ulubionej
        czerni i bieli- a tu kolejny "think pink". Niedobrze :-) V&R stanie sie chyba u
        L'Oreala drugim Cacharelem- milo i kwiatowo. Myslalem, ze skoro pozbyli sie
        Guy'a Laroche i zdegradowali Palome Picasso, to na nowa marka cos wniesie
        odkrywczego. Oj, szkoda.
        • ziereal Re: Flowerbomb- Viktor & Rolf ! 06.10.04, 23:01
          pink tej jesieni jest modny...
          envy,lacoste,echo woman w sumie tez, czekam tylko az zaczna produkowac meskie
          rozowe perfumy:)
        • forevermore79 Re: Flowerbomb- Viktor & Rolf ! 06.10.04, 23:03
          Chyba sobie zaprzeczylem, heh- podoba mi sie to jako projekt, ale na pewno nie
          jako dzielo V&R, ktore tak szumnie zapowiadano. Na tle ich slynnych pokazow
          wypada to blado jednak i populistycznie. Ale wiadomo, zapachy to konkretne
          pieniadze i zyski- tym bardziej, gdy bierze sie pod uwage wspolprace z tak
          preznym i wielkim koncernem. "Sa tego warci" - jak widac na ostatniej stronie
          prezentacji. Ciekawe, jak bedzie sie ten zapach prezentowac w Polsce- tu ten
          duet jest niemal nieznany.
          • sorbet Re: Flowerbomb- Viktor & Rolf ! 06.10.04, 23:22
            Znaczniej mi się podoba, jeśli już, sposób wylansowania i design wody Prady.
            V&R poszli po prostu po linii najmniejszego oporu. Banalna butelka (przypomina
            mi granat), infantylna nazwa, okropna reklama. Chyba nigdy nie musieli jeszcze
            rozbierać nikogo aby sprzedawać jakiś ciuch.

            Ale poczekajmy na zapach :-)
    • forevermore79 z WWD: 08.10.04, 09:52
      "PARIS — What does conceptual glamour smell like?

      The public will find out next spring, when Viktor & Rolf’s debut fragrance with
      L’Oréal, Flowerbomb, lands like a happy pink grenade in about 1,000 doors
      worldwide.

      “It stands for our philosophy of life. It symbolizes the power to transform
      anything into something positive and beautiful,” Viktor Horsting said earlier
      this week.

      L’Oréal’s first designer fragrance start-up since 1982, the scent was unveiled
      Wednesday at the Viktor & Rolf show. And, while it may be the baby of L’Oréal’s
      vast portfolio, which includes established designer names such as Giorgio
      Armani, Ralph Lauren and Cacharel, executives are banking on fast growth.

      “We didn’t do this to be niche. We’re not excited by small things,” said
      Patricia Turck Paquelier, international brand president of L’Oréal’s Prestige &
      Collections International division. The Viktor & Rolf brand is part of PCI.

      Already, there are plans to extend Viktor & Rolf’s reach into other categories,
      such as men’s scents.

      Initially, L’Oréal is pursuing a tight approach to distribution. In the U.S.,
      where the scent will likely be sold exclusively through one chain in no more
      than 50 doors, the strategy is equally selective.

      “Our desire is to handle the two designers in a very special way,” said Jack
      Wiswall, president of the designer fragrances division at L’Oréal USA. “Our
      approach is going to be very, very limited distribution.”

      “We have to nurture this brand,” agreed Richard Pinabel, assistant vice
      president of marketing at Viktor & Rolf at L’Oréal. “We need to take care of
      it.”

      Like Turck Paquelier, Wiswall is equally bullish about the brand’s potential.

      “We certainly think wherever we go, Flowerbomb should be one of the biggest
      launches [the retailer] has,” Wiswall said.

      Executives declined to discuss numbers, however, industry sources estimate the
      fragrance could do $15 million at wholesale in its first year.

      The eau de parfum will be available as 30-, 50- and 100-ml. sprays that will
      retail in Europe for 53 euros, 75 euros and 98 euros, respectively, or $65, $92
      and $120 at current exchange.

      To help Flowerbomb stand out from the crowd, L’Oréal has created a shelving
      unit on which the product is set in a higgledy-piggledy fashion, as if there
      had been an explosion or earthquake. “It’s very impactful when you walk by the
      shelf,” said Franck Salzwedel, international brand manager for Viktor & Rolf
      beauty.

      Flowerbomb’s explosive theme is carried through to its faceted, jewel-like
      bottle, designed by Fabien Baron. The designers’ wax-seal logo is positioned at
      the neck of the orb-shaped bottle, like a pin on a grenade. The flacon also
      features a metal plaque engraved with Flowerbomb and the brand name.

      In a separate interview, the designers said they were closely involved in the
      development of the juice and the packaging — but coining the word “Flowerbomb”
      set it all in motion.

      “Once we had the name, we knew it had to be an explosive first impact,” Rolf
      Snoeren said. He described the first impression as “smelling a thousand
      flowers” and demonstrated how one pump of the bottle delivers a powerful blast.

      “We wanted a very complex fragrance, so it changes during the day,” Snoeren
      said.

      Horsting described the initial smell as “fresh” and then the dry down as “like
      an embrace; it’s very warm.”

      Flowerbomb’s juice was concocted by International Flavors and Fragrances’
      Olivier Polge, Carlos Benaďm and Domitille Bertier. Its top notes feature tea
      and bergamot; Sambac jasmine, orange tree, Catleya orchid, freesia and
      Centifolia rose are at its heart, while base notes include patchouli.

      It was not that creating the scent was a straightforward process, though, as
      the designers had strong opinions on just about every element — and incredible
      knowledge of all their competitors.

      “It drove them crazy and it drove us crazy,” Snoeren said. “We wanted utopia in
      a bottle. We wanted it to be classic but revolutionary. We wanted it sweet, but
      we didn’t like sugar.”

      But there was never a doubt about having a strong link between their fashions
      and the fragrance.

      “We always said fashion is more than a product, more than clothing. It’s about
      dreams, and perfume is a dream in a bottle,” Horsting said.

      Wednesday’s show exemplified the connection, opening with elaborate dresses
      composed of the black ribbons that grace the box, and then exploding midway
      into a romantic vision of flower-like women.

      Taking an abstract concept and expressing it through clothes is the essence of
      Viktor & Rolf. They burst on to the international fashion scene in 1998 by
      showing some of the most arresting couture confections of the decade: evening
      suits inspired by the mushroom-shaped clouds of atomic explosions; evening
      gowns festooned with thousands of bells, and their landmark “Russian doll”
      collection, in which the designers dressed tiny Maggie Rizer in nine ever-
      larger layers and spun her on a turntable.

      They plunged into ready-to-wear in 2000 with Italian manufacturer Gibň, and
      recently added footwear, handbags and men’s wear to their range of products.
      And, while they’ve hardly given up their conceptual roots, the pair are as fond
      of the red carpet as Sharon Stone, and hope to be known for modernity and
      glamour as much as theatricality.

      To be sure, the fragrance launch and the advertising push are bound to take the
      Dutch duo to a new fashion zenith.

      Although prized for their theatrical shows by fashion editors and retailers,
      their business remains small. According to market sources, their Amsterdam-
      based firm currently generates about 6 million euros, or $7.4 million, at
      wholesale.

      “It’s a way to reach a much bigger audience, so it will be a boost for the
      brand,” Snoeren said.

      Flowerbomb is the first offspring of a marriage celebrated in 2002 when
      Horsting and Snoeren signed with L’Oréal. Turck Paquelier recalled the pair
      took their vows so seriously, that after inking the agreement they offered her
      a wedding band engraved with both companies’ names. “It was a nice gesture,”
      she said.

      An advertising campaign, comprising single- and double-page ads shot by Inez
      Van Lamsweerde and Vinoodh Matadin under the artistic direction of Baron, will
      accompany the launch. The ad features model Isabeli Fontana entwined in a
      Viktor & Rolf ribbon, her head covered by a pink- and purple-tinted opaque
      shroud that rises in the air to resemble a flower’s petals.

      Turck Paquelier noted signing a licensing deal with the avant-garde designers
      offered L’Oréal the prospect of working on fragrance in a different way, an
      appealing notion in today’s saturated market.

      “It was a superb opportunity for us to think out of the box,” she said. “And to
      do something different to what we’re doing today.”

    • forevermore79 Moodiereport tez ma spory artykul 08.10.04, 10:04
      ...ale cytowac juz nie bede- wszystko zostalo wczesniej juz napisane :-).
      Widac, ze to ma byc dosc spora premiera, skoro wszystkie tytuly poswiecaja jej
      tyle uwagi.
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