Fragrance Visual Identity

Nocturne is a contemporary fragrance house concept inspired by the city after dark. It doesn't feel traditionally 'luxury perfume' but rather draws inspiration from architecture, night photography and citylights. Designed as an exclusive Astor House welcome gift - the bottle subtly nods to the Chrysler and becomes a tangible memory of New York meant to be displayed on award shelves.
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Nocturne For Astor House is a collaboration product packaging developed for Met Gala 2027 when Astor House is exclusively booked for VVIPs and celebrities flying to New York.

PRIMARY BUSINESS GOALS

Nocturne needs to position itself as the highest form of exclusivity by associating with Astor House while also maintaining the new york citylife story-telling. It should look architectural and elite while also have a layer of award-like appearance to find its place on display shelving.

TARGET MARKET CONSTRAINTS

The exclusivity aesthetic of luxury fragrance is either Aesop-coded or crafted like Guerlain. Need to develop a visual language that can stand out from minimalism or decorative florals. New York metaphor need to be simple enough for audience to grasp at first glance. Needs to sell the 'souvenir from staying at Astor House' narrative. Very strong copywriting required to build a world for architectural fragrance and embracing citylights.

STRATEGIC DIRECTION

Core bottle design inspired from the Chrysler building creating an after dark architectural world lit up with citylights. A sculpted form designed to fit in perfectly on award shelves as a New York souvenir. Design bottle to be a PR investment for celebrities and VVIPs staying at Astor House for Met Gala 2027 and only available to guests of the hotel. Fragrance as a status symbol with copywriting leaning into new york after dark and embracing architectural geometry. Nothing should scream, always hold a refined elegance.

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