Though perfume is hardly our first choice for what a cloud should be made of, Cartier’s latest installation has our interest piqued.
The luxury brand’s aromatic artwork dubbed USO: The Perfumed Cloud, has just landed in the Louvre, Abu Dhabi as part of the 10,000 Years of Luxury exhibition.
Conjured up by the brand's in-house perfumer, Mathilde Laurent, and made in collaboration with Transsolar Klima Engineering, the installation references fragrance and humanity’s long relationship with it.
It takes the form of a habitable glass cube. Inside, a single staircase twists through a floating cloud, beckoning visitors up. As you emerge with your head above the fog, the air is clear but perfume-filled – the scent of L’Envol by Cartier for men.
Cartier’s head of heritage and style, Pierre Rainero, explains, “L’Envol in French means you go into the sky; ‘vol’ is the flight, so ‘envol’ is the beginning of the flight. It is linked to the notion of escaping and elevating yourself. The Perfumed Cloud is a contemporary way of experiencing fragrance, yet it goes to the deepest dimension. The etymology of perfume is from the Latin ‘per fume’, which means ‘through smoke’. So, the image of going through the sky is going back to the roots and a link to an essential part of life.”
Lends a whole new meaning to having your head in the clouds, doesn't it?
Photos: Instagram and Supplied