Creative direction and full execution of Balmain Beauty’s first confidential press day, an exclusive unveiling of the house’s inaugural fragrance collection, guided by Olivier Rousteing’s vision of assets “so artistic they could hang in a gallery.” The concept fused high perfumery with contemporary art. After researching multiple venues, an art gallery space was selected to reflect the elegance and modernity of the brand. Every element, from florals and furniture to printed and framed assets, was designed to elevate the fragrances as objects of art, while honoring Balmain’s bold identity. Guests journeyed through a curated space beginning with a brand heritage display, followed by an open seating area to explore the eight fragrances and their ingredients. The experience culminated in a dramatic reveal: a skylit dining space behind black velvet curtains, where fragrance visuals lined the walls like an exhibition. I also managed the curation of a custom menu, inspired by the scents’ key notes, to complete the immersive moment.

In partnership with external agencies and vendors, the event also included florals and greenery, space design, catering, tablescape design, and photography, ensuring a cohesive, elevated, and sensory-rich experience from concept to execution.