Gucci Mémoire d’une odeur


Conceived by Alessandro Michele, Gucci Mémoire d’une Odeur is a scent that explores the power of memories, bringing them back from the past and making them live in our present.

In order to arouse excitement from the retailers and the press before its official launch, Gucci challenged us to create a luxury box revealing the scent and bringing the campaign’s nostalgic atmosphere to life.


Inside, 3 compartments upholstered with the fragrance’s vintage pattern unveiled the fragrance’s mysteries:

A sample of the fragrance and a ceramic blotter to discover the scent.

A video display to reveal the first images of the Gucci campaign.

A third compartment with 10 slides with keywords and images you could place on the white screen to discover its mood and ingredients, thanks to a magnifying glass.


Produced in only 100 exemplary, these exclusive vintage discovery wallets made their journey around the world and were an excellent way to celebrate & present this new pillar launch in a very Gucci way.