​​​

This conceptual proposal envisions a 100 sqm luxury fragrance lounge for Jo Malone London at Frieze London 2025. Rooted in the brand’s refined elegance and signature Fragrance Combining philosophy, the design centers on a fictional scent inspired by citrus and red florals. The space invites guests on a poetic journey through a multisensory garden, blending sight, sound, touch, taste, and smell. From scented bubbles and botanical artwork to edible fragrance cocktails and massage rituals, every element creates a layered, immersive experience.
 

At the heart of the installation stands an oversized perfume bottle surrounded by floral hedges forming a sculptural maze. Each path leads to sensorial touchpoints: a hand massage salon using Jo Malone products, an art gallery whispering nature-inspired poetry, a translucent textile installation expressing fragrance through light and scent, and a Fragrance Bar translating aroma into flavour. The palette of warm yellows and deep carmine echoes the imagined fragrance, guiding the narrative and mood.
 

The proposal includes a full journey map, technical drawings, 3D modeling, and photorealistic renders, bringing to life a space where storytelling, branding, and emotional connection converge. The result is an elegant, playful, and serene environment, a celebration of Jo Malone’s artistry within the cultural frame of Frieze London.

​​

Concept: Francisco Cortes

Art Direction and 3D: Francisco Cortes

Client: FRIEZE FRAME​

​

​

​

​

​

​

​

​

​