Malle is intending to use the same tactic he uses with perfumers, with architects. He says:
The success of Editions de Parfums and my plan to open more free standing stores around the world (as I believe this is the best way to generate the level of service that selling our perfumes requires), allows me to live my child-hood dream today: “publishing” the work of great architects, in the form of Editions de Parfums stores. I am about to have the same sort of creative relations with architects that I have with perfumers. I will ask them to design their dream shop with no compromise, nor limitation, although this time there will be a budget! My role will vary according to the desire of the artist I’m working with. Nevertheless, as I am less useful to an architect than I am to a perfumer, I imagine that I won’t be asked much. A lesson of humility, and a true excitement when it comes to discovering these projects.
94 Greenwich Avenue by Steven Holl is the first of this new collection of Editions de Parfums boutiques designed by one of the greatest architects of our era. As it will always be the case, the location and the character of the building were major factors, as for who I would chose to generate the design.
94 Greenwich Avenue will open June 6 2014.
The latest fragrance release from Frederic Malle is Eau de Magnolia – you can see Malle discussing the fragrance with perfumer, Carlos Benaim below: