Senteurs d’Ailleurs is a high-end perfume and cosmetic institution and an emblematic Brussels location. Founded in 1997 by Pierre Donie, today the store sells prestigious brands such as Santa Maria Novella, Frédéric Malle, Byredo, Dyptique, Jo Malone, Tom Ford, and Serge Lutens.
In 2010, the store reached a turning point. A new challenge: to reflect the expertise of the founders and the meticulousness with which they seek out and select their products in the store’s communications. Create a singular image for a singular location, to mark the boutique’s move to a larger, more complex space with ambitious architecture, revisiting the codes of the visual identity created by Codefrisko. The strategic mission was to give the mark a soul, to evoke the precious nature of the ingredients used in the perfumes and cosmetics, and to capture the unique and luxurious character of the space.
Codefrisko chose to approach high-end perfumes and cosmetics by highlighting the alchemy of the rare and refined components that comprise them, by suggesting travel, in space but also in time: the discovery and conquest of new horizons.
A repertory of figurative forms and abstract symbols was created, suggesting subtle mixes of fragrances and precious components. The figurative forms redrawn from ancient engravings recall tradition, savoir-faire and science; the abstract symbols evoke travel and dreams, the initiates’ well-kept secrets. The potential game of combining these symbols within the very logo allows it to evolve and to reinvent itself, reinforcing the idea of a magic formula, enigmatic and high-end.
Pierre Donie: “Because our process with Senteurs d’Ailleurs isn’t a fixed concept, it is multifaceted: essentially, Senteurs d’Ailleurs is an approach, not an established list of brands. (…) Our label is a guarantee for lovers of niche-products.”
Pictures by Christophe Coënon / Codefrisko