The things that make perfumes luxury items are its ingredients; a list of animal musks and rare plants, carefully distilled for just teaspoons of fragrance oils. Of course, there’s the marketing and packaging to go along with making a bottle appealing to the masses.
In the case of Morreale Paris, a new entrant to the world of perfumery, it is unabashedly about the latter.
Le Monde sur Mesure, which in French means ‘the custom world’, is a bespoke collection of customisable bottles clad in 18k gold weaves studded with precious gems. Each bottle, at five, seven or 10 litres, starts at a cool sum of US$1.5 million (S$2.06 million) — a sufficient volume of fragrance for a lifetime if it is used sparingly. A bulk of this goes to handcrafting the bottle which involves 30 artisans who work on each piece over the span of a year.
There are different styles available, in solid gold, with diamonds or with rubies. More than 20,000 to 40,000 of these stones will be sacrificed for each bottle, a weight of 400 carats in total.
The Parisian brand stands by the incredible story that their founder Jean-Pierre Morreale created the grandiose collection after a dream about the knights in his ancestry. The secretive Morreale, who supposedly descends from European nobility, was told by his warrior relatives to honour the family name.
How all these links back to the olfactory craft is not made clear, and not much else is known about the enigmatic founder. But all that matters is that the brand is keeping to the end of its multi-million dollar deal with interested parties. So far, one bottle has been sold, another created as a display piece, and a third is still in the works.
Creative director Maxime Rançon revealed that the third, made for an anonymous Middle Eastern family, will be bedecked from head to toe in diamond and rubies. If successfully realised, the bottle is estimated to be worth upwards of US$10 million.
Just as with the design of the bottle, the client is taken through each step of the creative process. This includes a trip around the world on Morreale’s private jet, where clients can pick out and select the ingredients and smells they would like to fill the bottle with. Once completed, the ornate bottle will be delivered by private jet, stored in a wooden travel case and an 18k gold bracelet to commemorate the project.
The target audience for these bottles are the well-heeled ‘modern royalty,’ said Rançon. Interested parties can apply to be on the waitlist, but for the more conservative of us, Morreale Paris’ only other two perfumes for men and women are available at S$320 a pop.
(All images: Morreale)