UK – The motor racing competition has released a line of premium fragrances inspired by Formula 1 driving.
Each scent in the F1 Fragrances Engineered collection represents different aspects of high-speed racing. This includes the aesthetics of the bottles, with skeletal shells designed to mimic a car’s chassis, and each bottle crafted using digital light synthesis 3D printing technology.
An accompanying campaign film by Wieden + Kennedy has been created to represent the look, feel and smell of the new range, using visuals and movement to evoke the metallic nature of cars and scents. ‘We wanted to show the world the essence of Formula 1 – taking the engineered insanity of the sport, bottling it, and combining the untamed energy of the sport with the world of luxury fragrances,’ says Aaron Skipper, design director at Wieden + Kennedy.
Brands are increasingly pushing the boundaries of scent and finding inspiration from unexpected places. Read more in our New Fragrance Frontiers microtrend.