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From idea to perfume: the HEDGREN case

  • Posted on
  • By Kurt
  • Posted in Events
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From idea to perfume: the HEDGREN case

Who and what is involved in creating a perfume? And how does an artist tackle it (differently)? Belgian artist Laura De Coninck, who designed a perfume that captures the essence of Belgian brand HEDGREN, shared her story at a unique event.

The Belgian family business HEDGREN is more than a producer of bags and travel gear. They are a movement, dedicated to providing you total freedom of movement.

Those values led them to Belgian artist Laura De Coninck who, together with master perfumer Sonia Constant at Givaudan, the world's largest fragrance manufacturer, translated the concept of freedom of movement into fragrance: the HEDGREN perfume.

Laura was given complete artistic freedom. She worked with scent in the same way as with paint. She adds elderflower to cedarwood, just as she would add yellow to blue. The result is a perfume that evokes the sensation of a summer bike ride in nature. A complexless, energetic fragrance that represents movement.

This exceptional perfume was honoured with the Best Belgian Product award at last year's Belgian Beauty Awards ceremony.

On 2 July, Laura exhibited some of her paintings in our shop and explained her journey from idea to perfume. She offered us a rare look behind the scenes of the perfume industry and gave us the chance to smell different raw materials she used for the Hedgren perfume.

Watch a brief impression of the event here:




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