retaW Fragrance Room Tag - Allen


The Collection

Long before Proust’s madeleine or modern discoveries of its intimate connection in the brain to memory and emotion, smell held an important place in many cultures for thousands of years. Considered a second-tier sense with the violent upheavals of modernity, it is perhaps for the very reason that it can be neither seen nor heard that fragrance has such important functions within various traditions of spiritual and religious practice. 

With products designed specifically for many of the different spaces we inhabit on a daily basis, since 2009, Tokyo-based retaW have sought to touch all aspects of life with scent. Their broad range of products—from car air freshener to room spray to candles—are developed with the latest dermatological innovations in mind and imbued with a selection of purposefully developed fragrances, each of which is designed to conjure what is most elemental—retaW is water, backwards, after all.

The Product

The retaW Fragrance Room Tag adapts and expands the card air freshener most often found in cars for use around the home or workspace. A world away from the pine tree air freshener—more reminiscent of public bathrooms than anything else—in your parents Volvo circa 2004, retaW Fragrance Room Tags bring the label’s assortment of carefully refined fragrances to the space of your choice. This room tag can be conveniently hung on a doorknob, towel rack, in the closet, or on anything else it can be hooked onto.

The Fragrance

There is a good reason as to why many recently founded small fragrance makers have veered away from the flowers that traditionally formed the backbone of perfumery: floral fragrances are hard to balance without overpowering the wearer and even more difficult to make unique. This makes retaW’s Allen fragrance all the more impressive. From a base of heliotrope, this scent blossoms into an ever-shifting bouquet of lilies, curled at its fringes with fruity acidity by with top notes of freesia and cassis. Jasmine and tuberose—age-old perfume elements—add complexity to the field, creating a rich floral mélange. With so many potent aromas in one scent, the Allen is a testament to retaW’s adeptness at creating fragrances that tease new agility from centuries-old component scents.

Vacuum packed to seal the scent until ready for use.

Made in Japan.

Approximate Dimensions: W9 x H20cm.

retaW Fragrance Room Tag - Allen 1


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