The smell of California in the new Louis Vuitton colognes

Louis Vuitton's Les Colognes smells like sunny California. To create them, master perfumer Jacques Cavallier Belletrud imagined a real olfactory journey along the West Coast:

We leave for California, where every landscape is relaxed: long stretches of foam-carved beaches await surfers; the unique way in which light filters through the dazzling neon lights; the frenetic colors of the road projected against a gentle and iridescent sky; Flourishing cactus terraces, eternally wonderful days and the stars, sports, real life stories that seem to come straight out of a novel or a movie... These colonies are the colors of summer and the endless summer nights. 

The result of this sensory-oriented adventure are three pop-coloured scents (yellow, green and blue) that capture the sun, the sky, the gardens and the sea, amplifying and extending the experience of summer: Sun Song spreads the essence of orange blossom; Cactus Garden is based on maté; Afternoon Swim mixes orange and the scent of the sea.

To emphasize the fresh and optimistic concept, Louis Vuitton invited Alex Israel to design a special packaging inspired by his hometown of Los Angeles. For Sun Song Summer, the multimedia artist and director has created an oversized sunglasses lens that looks like a flash of light; for Cactus Garden Desperado, an installation that pays homage to the fascinating landscapes of California; and for Afternoon Swim New Waves, a painting of a large wave in the Pacific Ocean.