Symrise debuts oud and patchouli perfumes at opening of fragrance creative center in Dubai

16 Nov 2023 --- Symrise has launched a new chapter in the Middle East market with the opening of Jardin Arabia, its new creative center dedicated to fine fragrance. 

The collaborative hub is in Dubai Internet City. The name Jardin Arabia pays homage to the region, embodying its central location between Europe and Asia while also highlighting the natural beauty of the building’s structure. 

“Jardin Arabia demonstrates our strong commitment to continue to drive our business and support our partners in the region. As Symrise expands its capacity with this new full-service facility, we are showcasing our innovative and challenger mindset,” says Ricardo Omori, deputy president of Global Fragrance at Symrise.

Oud Onyx base
To celebrate Jardin Arabia’s opening, Symrise attendees discovered two de Laire scent bases, Oud Onyx and Mineral Patchouli.

Created by Alienor Massenet and Margherita Carini, Oud Onyx is an interpretation of Oud that pays tribute to the “enduring affection for the legendary wood in the Gulf Cooperation Council region.”

Symrise opens a space in Dubai for collaboration on fragrances.Oud remains a “quintessential” and enchanting ingredient featured in many fragrances across the American, Asian and European markets.

The Oud Onyx de Laire base unleashes a “new darkness of Oud and offers a modern take on the most enigmatic ingredient from the Middle East.” Imagined as a magmatic Oud, Massenet and Carini explored Ambergris’s cold and sharp minerality side.

“De Laire embodies Symrise’s patrimony and our luxury roots. Alienor and I followed the vision to infuse the legacy of the Middle East in these iconic bases. We have built Oud Onyx DL around a new, unique Oud signature and the vibrance of Ambrostar and Flowerpool. An unexpected duo for the emblematic de Laire collection.” says Carini. 

Fresh beginnings with patchouli
Symrise says a trend for fresh and impactful fragrances is rising, playing on long-lasting woods and sharp minerality. Symrise fine fragrance perfumers Théo Belmas and Loc Dong developed a de Laire base inspired by exploring patchouli from Madagascar.

The mineral freshness of Ambergris shapes the Patchouli Minéral de Laire.

“Patchouli Minéral DL was born out of a challenge: to modernize a well-known perfumery ingredient, patchouli. This creation adds a fresh woody base to the legendary de Laire bases collection, using our remarkable quality of patchouli Madagascar,” says Belmas.

“A co-creation that explores new olfactive territories, carving Patchouli with Ambrostar and Sympep. Blurring the edges between wood and Ambergris to craft a salty, mineral and intense new de Laire base.”

Space for collaborationTarek Anbar (Fine Fragrance Dubai), Julianne Pruett (President Global Fine Fragrance), Ricardo Omori (Deputy President Global Fragrance), Eder Ramos (President Global Fragrance).
The space’s contemporary design was made to create an inviting space to provide guests with an environment for brainstorming, collaborative creativity and real-time solutions.

The hub offers dedicated areas for creative arts, olfactory culture and exclusive events, ranging from fragrance masterclasses, perfumer interactions and trend discussion. The discussions aim to facilitate learning, networking and knowledge-sharing.

“Our new collaborative space, Jardin Arabia, is strategically located in the heart of Dubai, between The Marina and The Palm, two iconic bustling neighborhoods. It is a luxurious oasis where our partners and team members can think outside the box to co-create the next olfactive jewels of the region,” says Julianne Pruett, president of Global Fine Fragrance at Symrise.

The guests of Jardin Arabia, from Symrise clients and perfume enthusiasts to influencers and media partners, are invited to partake in a collaborative environment that fosters exchanges and inspiration.

Symrise attendees also met a local artist specializing in Arabic calligraphy, Narjes Nourredine. 

Nourredine is celebrated across the region for her expression that “pushes boundaries” to celebrate and elevate the ancient art form of calligraphy. She often participates in official exhibitions showcasing Arabic calligraphy and traditional poetry. 

By Sabine Waldeck