retaW Fragrance Room Tag - Barney


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

It is a common misconception that the fragrances with which we intentionally infuse our spaces must be in some way exceptional, elaborate, and unrelatable to our daily experiences and wealth of memories of being in the world. Such a view renders the pleasant but fleeting quotidian olfactory experiences as less than. retaW’s Barney fragrance refuses this, proudly evoking the clean and light floral scents and earned satisfaction that follow the domestic work of cleaning on a spring morning. With notes of violet leaves and ozone floating above the label’s trademark woody base of musk, amber, and cedarwood, lily of the valley and lilac round out this unhurried scent.

Vacuum packed to seal the scent until ready for use.

Made in Japan.

Approximate Dimensions: W9 x H20cm.

retaW Fragrance Room Tag - Barney 1


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