ipuro Pavilion, Frankfurt

FRAGRANCE CLOUD 21

It's not a fair stand.

It's a pavilion. Or better: a temporary fragrance studio that does not explain, but seduces.

Duftwolke 21 for ipuro was designed in collaboration with the creative agency Buero New York (Alex Wiederin). A space that shows that something is moving. That fragrance does not stand, but wanders.

In the center: the classic fragrance studio table. Formerly turned inward, almost intimate. Now turned outwards. Open. Accessible. Like an invitation to move through smells instead of consuming them. Each table stands for a line, its products and new merchandise carriers - even small clouds, organic, furnished, somewhere between laboratory and living room.

The cloud is supported by 21 oak sticks. A silent tribute to the scented sticks — ipuro's strongest means of transport. No decoration, but structure. Above: a movable curtain. A cloud of fabric. Always in change. New images, new perspectives. That's what it's all about: making movement visible. Change is noticeable.

And then there's the Sputnik. A floating object like a molecule. He shows the key scents — condensed, almost scientific, yet poetic. Fragrance as a system. Fragrance as a future.

Fragrance cloud 21 is not an end, but a beginning.

A gateway to a new retail thinking.

A room that says: ipuro does not stop.