On October 30, Symrise took a new turn in the Middle East market with the opening of Jardin Arabia, its new creation center dedicated to fine fragrances in the heart of Dubai.
Jardin Arabia, the creative and visionary heart of Symrise in Dubai
Symrise continues to strengthen its strategic presence in the burgeoning Middle East fragrance market with the inauguration of Jardin Arabia. On this occasion, perfumers Théo Belmas and Margherita Carini, senior perfumer Philippine Courtière, master perfumer Loc Dong, President Global Fine Fragrance Julianne Pruett, Deputy President Fragrance Ricardo Omori and President Global Fragrance Eder Ramos, and other key team members warmly welcomed customers, content creators and media.
Cleverly chosen, the name "Jardin Arabia" pays homage to the region and embodies its central location at the confluence of Europe and Asia, while highlighting the natural beauty of the building's structure.
"Jardin Arabia is proof of our determination to continue developing our business and supporting our partners in this region. Symrise is expanding its capabilities with the inauguration of this new, fully-equipped hub, and demonstrating its strength as well as its spirit of innovation."says Ricardo Omori, Deputy President of the Fragrance Division.
Located in the dynamic Dubai Internet City district and close to the iconic The Palm neighborhood, the space houses a magnificent atrium. Its contemporary, convivial design lends a warm ambience and offers visitors a distinctive and inspiring environment in which to brainstorm, collaborate and find solutions together in real time. In addition, this hub features spaces dedicated to the creative arts and olfactory culture, and will be the scene of exclusive cultural events such as masterclasses, interactions with perfumers and trend conferences to foster creativity, exchange and knowledge sharing.
Jardin Arabia brings together Symrise customers, perfume enthusiasts, influencers and media partners, eager to meet in a collaborative environment that encourages exchange and channels creative inspiration.
"Our new collaborative space is strategically located between the Marina and The Palm, two iconic and vibrant neighborhoods in the heart of Dubai. Jardin Arabia is a luxurious oasis where our partners and teams can explore new horizons with a view to co-creating the region's next olfactory nuggets."says Julianne Pruett, Global President of Fine Fragrance.
A fragrant tribute to the Middle East
To celebrate this inauguration, Symrise took its guests on an olfactory journey between heritage and heritage. It was also an opportunity to unveil the two new Laire bases, Oud Onyx and Patchouli Minéral.
Guests were also immersed in a creative experience with the presence of a local artist specializing in Arabic calligraphy.
Narjes Nourredine is recognized throughout the Middle East for the beauty of her artistic approach, which straddles the line between modernity and tradition. She often takes part in official exhibitions showcasing traditional Arabic calligraphy and poetry. The artist embodies one of Symrise's core values: celebrating one's heritage with a view to creating a meaningful legacy.
Oud Onyx DL
Created by Alienor Massenet and Margherita Carini, this imaginary interpretation of the oud pays tribute to the Gulf region's attachment to this mythical wood. Although its history dates back to the Silk Road, oud remains an essential ingredient that continues to fascinate the perfume industry. Still in vogue today, it has made a name for itself on the American, Asian and European markets.
The Oud Onyx DL base unveils a new dark side of oud, offering a modern vision of the Middle East's most enigmatic ingredient. Conceived as a magmatic oud, the perfume duo explored the cold, mineral side of ambergris. Alienor Massenet and Margherita Carini used Ambrostar1the emblematic Symrise captive, to bring the longevity and power of dry amber to the modernity and boldness of Flowerpool.2. A surprising encounter in which this emblematic Middle Eastern wood reveals its mysteries.
"The Laire bases are very special to me and embody both Symrise's heritage and our roots in the luxury sector. Alienor and I built Oud Onyx DL around a unique new signature of oud combined with the richness of Ambrostar and Flowerpool. An unexpected duo for Laire's iconic collection".explains Margherita Carini, Perfumer.
Patchouli Mineral DL
A new trend is emerging for fresh, punchy fragrances, playing on strong woods and deep minerality. Symrise perfumers Théo Belmas and Loc Dong have risen to the challenge, developing a new Laire base based on the exploration of an emblematic perfumery ingredient: the exceptional quality of Madagascar patchouli, textured and velvety to the core.
Patchouli Minéral DL embodies a timeless, sophisticated patchouli, shaped by the unexpected mineral freshness of ambergris, playing on the chiaroscuro of Sympep.3 and Madagascar patchouli. The base is adorned with the sparkle and bite of Ambrostar. An exquisite base of glamour, elegance, vivacity and rupture.
"Patchouli Minéral DL was born of a challenge: to modernize an iconic ingredient widely used in perfumery, patchouli. This creation brings a fresh woody base to Laire's legendary collection of bases, using our remarkable quality patchouli Madagascar Lautier 1795. A co-creation that explores new olfactory territories, marrying patchouli with Ambrostar and Sympep.3. The boundaries between wood and ambergris blur, giving birth to a new base of salty, mineral and intense Laire".explains perfumer Théo Belmas.
1. A dried woody note with unique, contrasting mineral facets.
2. Captif Symrise with leathery, animalic and earthy notes used to reinforce the scent of cleanliness and accentuate the white flower and aquatic effect.
3 . A natural aromatic composition obtained by a patented process from an essential oil with woody, peppery notes with moss, balsamic and patchouli facets.