Two years ago when diptyque decided to bottle 34, bd Saint-Germain, its mythical Parisian address, they were faced with the bold challenge of capturing the soul of the boutique. To bring the project to life, a team of adventurous people combined their memories of the brand's iconic past with cutting edge
technology. diptyque called on Givaudan to utilize Scent Treks, a method designed to capture and perfectly render the scents emitted by flowers or plants without disturbing the environment.
L'EAU DU TRENTE-QUATRE
A fresh spring-time water
The boutique was filled with a combination of notes like fig tree, berries, blackcurrant leaves, odours of spices, balms and honey, and multiple bouquets of flowers, damp moss, to name a few. The perfumer took
the olfactory prints of the unique combinations of candles and eaux de toilette, whose scents have freely come together in the atmosphere of 34, bd Saint- Germain for decades; of the waxed wood of the old counter; of drawers storing soaps; of wall hangings and Kilims brought back from journeys abroad. From this, Olivier Pescheux, perfumer at Givaudan, created the eau de toilette and the room fragrance.
The result was a success and the project cemented diptyque's reputation as an innovative brand. The 34 boulevard saint germain line is and will continue to be, a laboratory for new ideas as well as an endless arena of daring experiments. The recently launched Sablier diffuser is a fine illustration of this.
Over the months and seasons, one thing became apparent to diptyque. The arrival of spring brought an increased interest in livelier eaux de toilette.
The bright energy of the anise green walls filled the space with an invigorating air, heralding the arrival of warmer days. The scent of the boutique transformed as notes of crushed leaves, rose-scented geranium,
tender moss and bright floral fragrances overpowered the leather and woody notes of winter. In this new environment, the freshness of the room fragrance became more appealing to visitors making it something
that they not only wanted for their home, but also for themselves.
And so, at diptyque, the idea was born to offer a new facet to 34 boulevard saint Germain line. In keeping with the spirit of the initial fragrance, everything was done to capture the unusual freshness of the interior fragrance. To create an eau de toilette that offered a new olfactory point of view, the brand used a heightened and unique combination green notes, spices and damp moss combined with the other notes found in the original scent.
For spring 2013, diptyque introduces L'EAU DU TRENTE-QUA TRE. The sophisticated and versatile new scent is a reminder of the company's very first fragrance: l'Eau. A lively interpretation of the original 34 boulevard saint germain, the new fragrance captures the essence of the original boutique, during the time when the weather changes and the greenest notes take over from the warmer and more sensual notes of 34 boulevard saint germain.
“Men and women of all ages will be able to associate themselves with this new scent. This time, the aromatic notes, rosemary, clove and blackcurrant play a muted tune. Thanks to the citrus fruits,
L'EAU DU TRENTE-QUA TRE is comfortable and timeless,” states Olivier Pescheux. The top notes include a flight of bitter orange, verbena, lemon, grapefruit, and lavender, spiced up with a dash of nutmeg, juniper berries and cinnamon tree leaves. A green note green note of birch tree leaf, from Philosykos adds a lively freshness to the fragrance. The heart is structured around Egyptian geranium, voluptuous tuberose on a base of Virginian cedarwood, patchouli, a splash of incense and Spanish
cist. Lastly, bright musks balance the fragrance with just the right amount of mellowness and sensuality.
This new arrival fits perfectly into the 34 boulevard saint germain family. Presented in a glass case and topped with a magnetic grey lid, the new scent is housed with a pink Praetorian motif in memory of the fabrics that diptyque created more than 50 years ago. Its oval bottle was designed to reflect the brand's iconic labels and contains a wick that resembles a candle wick. Inspired by the paper weights that were
sold at 34, bd Saint-Germain many years ago, the lid is engraved with the address of the original boutique in white and features the line's trademark black seal.
100ml – AED 525
50ml – AED 410
Available at the diptyque store at The Dubai Mall