ParfumPlus Arabia

P A R F U M P L U S 12 True Essence WHEN ARTMEETS FRAGRANCE… Iberchem has partnered with various artists and contemporaries to develop some innovative fragrance concepts… IN THIS ISSUE, we take a look at what shaped some of these projects and their outcomes. On the occasion of the 2022 edition of Beautyworld Middle East in Dubai, fragrance house Iberchem presented “Fusion: Artistic Synthesis” a new olfactory concept combining the disciplines of perfumery and painting. To do so, Iberchem counted on the participation of award-winning artist Sonu Sultania, who offered a live performance during the show. The artworks created by Sonu during the show are currently being auctioned to charity. All profits will be donated to S.O.S. Children villages Spain, which Iberchem has been supporting for many years. More info about the auction can be found on the company’s social media pages or on the Nasij website, an online platform for emerging artists in the UAE. “Artistic synthesis consists in the uniting of different art forms into an artistic whole,” said Ana Gomez, Perfumer at Iberchem Middle East. “There is much to learn and explore at every crossroads created by the mix of perfumery and other artistic disciplines. They represent unique occasions to lift the creativity of perfumers. We often try to illustrate a scent with words and analogies, but it was the first time that one of my fragrances was described using art. And the result did not disappoint.” Iberchem is well-known for mixing perfumery with other art forms. Over the past years, its team has explored the links and synergies between perfumery and different disciplines such as cinema, music, photography, visual arts, and even food.