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Brief Published: 12 Jul 2012

Wallpaper* Magazine’s Paper Passion Fragrance


London-based design magazine Wallpaper* is launching a fragrance that aims to capture the scent of freshly printed books. It is collaborating with Parisian fashion label Chanel’s creative director Karl Lagerfeld, German publisher Gerhard Steidl and perfumer Geza Schoen on the project.

After hearing Steidl say his favourite smell was a “freshly printed book” in film short How to Make a Book with Steidl (2011), the seeds were sown for Wallpaper*’s foray into beauty, and the publication approached Steidl to create a fragrance replicating the scent. Renowned nose Schoen created the fragrance using just five ingredients – an impressive feat when one considers that most perfumes contain between 20 and 100 ingredients.

Steidl subsequently looked to his friend Lagerfeld to help with the packaging and branding of the product, and it was Lagerfeld who gave the product its name Paper Passion. The final product will be available to purchase from selected stores worldwide, including both bookshops and perfumeries, from tomorrow. The fragrance retails at £68 ($98).