2019-12-02
Eric Calloway
Design Dispatch, New York
By combining vibrant visuals and fragrances, the collaboration brings to life the city's diverse energy and cultural nuances. Ashish Shah's lens captures iconic landmarks and everyday scenes, while Byredo's scents evoke the warmth and mystery of Mumbai's streets.
Capturing the Essence of Mumbai: A Scentual Journey with Ashish Shah and Byredo
The vibrant city of Mumbai is a melting pot of cultures, flavors, and aromas. To capture its essence in a unique way, scent brand Byredo collaborated with photographer Ashish Shah to create a stunning photo series that not only showcases the beauty of the city but also evokes emotions and memories. In this article, we'll delve into the inspiration behind the project, the creative process, and what makes it truly special.
A Scentual Journey Through Memories
Founder of Byredo, Ben Gorham, drew inspiration for his new scent, Mumbai Noise, from his childhood memories of visiting his mother's family in Chembur, Mumbai. The aroma was a reflection of the vibrant street life he experienced during those visits – the cacophony of sounds, the colorful markets, and the enticing scents wafting through the air. Ben wanted to bottle up this essence and share it with the world. Byredo's creative director, Linda Pilkington, along with the brand's perfumers, worked tirelessly to craft a fragrance that would transport people back to the bustling streets of Mumbai.
Conversations and Memories: The Story Behind the Series
Ashish Shah's photo series is an extension of Ben's vision. The photographer spent countless hours capturing the essence of Mumbai through its people, markets, and architecture. The resulting images are a testament to the city's energy, diversity, and warmth. "I wanted to create a visual narrative that would evoke emotions and memories," says Ashish Shah. "Mumbai is a city that never sleeps, and I aimed to capture that spirit in my photographs." The series features people from all walks of life – street vendors, market women, and local artisans – each one contributing to the rich tapestry of Mumbai's culture.
The Creative Process: Bringing Scents and Images Together
The collaboration between Byredo and Ashish Shah was a harmonious blend of art and fragrance. Ben Gorham and Linda Pilkington worked closely with Ashish to select images that would complement the scent, while also capturing the essence of Mumbai. The perfume team at Byredo created bespoke scents inspired by the city's aromas – from the sweetness of fresh fruit to the earthiness of spices. As the images and fragrances came together, a truly unique experience was born.
What Makes This Collaboration Truly Special
The partnership between Byredo and Ashish Shah is more than just a creative collaboration; it's an ode to Mumbai itself. The scent and photo series are a tribute to the city's vibrant culture, rich history, and warm hospitality. Through this project, we're reminded of the power of art and fragrance to evoke emotions and memories. The resulting Mumbai Noise scent and Ashish Shah's stunning photo series will transport you to the heart of India – where the senses come alive, and the spirit of the city is palpable.
Conclusion
The collaborative effort between Byredo and Ashish Shah has resulted in a truly remarkable project that celebrates the essence of Mumbai. Through Ben Gorham's scent, Mumbai Noise, and Ashish Shah's captivating photographs, we're given a glimpse into the vibrant world of this incredible city. This collaboration is an inspiration to artists, perfumers, and anyone who's ever been touched by the magic of Mumbai. As you experience the beauty of Mumbai Noise, remember that there are stories behind every image – conversations, memories, and emotions waiting to be shared.
What is Mumbai Noise?
Mumbai Noise is a new scent created by Byredo in collaboration with Ashish Shah's photo series. The fragrance captures the essence of the city's vibrant street life, from the sounds of markets to the enticing scents wafting through the air. With its unique blend of spices, fruits, and flowers, Mumbai Noise is an immersive experience that transports you to the heart of India.
How to Experience Mumbai Noise
Mumbai Noise is available now at Byredo's website and select retail stores worldwide. The fragrance comes in a sleek glass bottle adorned with images from Ashish Shah's photo series. As you apply the scent, remember the conversations, memories, and emotions that inspired this unique collaboration between art and fragrance.
