Valentino

In 2014, our Nose and Creative Director, Dawn Goldworm, flew to Rome to meet with the Valentino Creative Directors, Maria Grazia Chiuri and Pierpaolo Piccioli (now the sole Designer of the house). Dawn led Maria Grazia and Pierpaolo through the 12.29 creative process, transforming the Valentino story through the visceral language of scent. Four months later, Dawn returned to Rome and the Scent Identity of Valentino was baptized. Today, the Valentino Scent Identity, Effortless Grace, can be enjoyed throughout every Valentino brand experience, space and event around the world.

Scent ID

Creation of the Valentino Scent ID

Scent Accessories

Creation of 12.29 x Cire Trudon Valentino Candle

Scent Installation

Haute Couture, Ready to Wear/ Resort Fashion Shows
Valentino boutiques globally
Paris & Milan Showrooms

Other Services

Ongoing Scent Services per location

The Solution

12.29 x Cire Trudon Candle

Credit: Coveteur

Valentino flagship in Rome - - - 12.29 scent completes the world of Valentino as experienced in the Rome Flagship store

Valentino Rome Flagship

Credit: World Architecture

Valentino Women Haute Couture Spring Summer 2015 Collection

Credit: Valentino

Scent Identity

The Valentino Scent Identity is constructed like a couture gown. The scent appears effortless and fragile with delicate rose notes, sparkling citrus and opulent jasmine. Just like a couture gown, with a closer look, you notice the subtle details of the scent: the black leather in contrast to the sparkling green notes, the creamy balsam notes embracing the floralcy and the resinous amber and earthy woods creating sensuality and addiction.

Scent Installation

The Valentino Scent Identity is present in all of the Valentino boutiques globally. It is also experienced during the bi-annual Haute Couture, Ready to Wear Women’s, Ready to Wear Men’s and Resort Runway Collection Fashion Shows in Paris, Rome and New York. During the sales season, the scent transforms the showroom spaces in Paris and Milan.

Scent Accessories

12.29 and Cire Trudon co-created a Valentino candle sold exclusively in Valentino boutiques worldwide.

The Result

83% Of clients appreciated the scent

During a six month trial, Valentino directly conducted and operated a qualitative study in three of the flagship stores: Paris, Milan and New York City. The results of the study were exceptional. When asked if the client appreciated the scent during their shopping experience at Valentino, 83% of clients gave a resounding yes.