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The role of art in Diptyque’s brand identity

Dernière mise à jour : 13 févr. 2022

This year marks the 60th anniversary of Diptyque, and the brand celebrates it by travelling the world. An anniversary that takes the form of an immobile and cultural voyage that lasts the entire year and marked by a number of noteworthy events.


Diptyque started the year with installing an ephemeral giant hopscotch at the Palais-Royal, a fun and interactive way to highlight the sense of “freedom” that characterizes the House, and also celebrating the brand’s graphical expression.


Important launches were made, in Diptyque’s perfume collection, starting with “Orpheon” in May. This fragrance is an olfactive homage to the place where the three famous founders, Christiane Montadre-Gautrot, Yves Coueslant et Desmond Knox-Leet, tied their friendship knots. Just like a painter would do, Perfumer Olivier Pescheux has used numerous nuances to recall the wood of coffee tables, bookcases, parquet, and armchairs, the liquorish dimension of cocktails, and wisps of tobacco.

To continue in the theme of travel, Diptyque launched a private collection in September named “The Grand Tour”. It includes a new perfume, “Kyoto” which makes us travel all the way to Japan, a place where the founders only dreamt of going to and which largely inspired them throughout their works of art.


Finally, Diptyque invited nine contemporary artists to participate in the making of their latest exhibition : Voyages Immobiles.


For this exhibition, and in keeping with the initial spirit of the founding trio of the Maison de Parfums, each of the artists has offered his or her own poetic vision of travel and a taste for elsewhere. With a virtual voyage from Lebanon to Japan, Italy, and Madagascar, different countries and cultures were recalled and portrayed through the renowned places of Diptyque.

One thing’s for sure, Diptyque were very creative in their branding strategy this year. Make sure to not miss out on the special 60 years anniversary master class on how to find the perfect gift, which takes place on the 2nd of December online, and offered by Diptyque experts!


Thank you for reading us, we hope you enjoyed this article.


By Clara O'Mahony and Flore Brault Custot

30/11/2021


References


Images (presentation by Flore):

Pictures by Flore Brault and Roman Mourouvin in 2021



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