– Avery Fine Perfumery 2010 –
27 Avery Row
London W1
“An aviary is a large enclosure for confining and housing birds. Unlike cages, aviaries allow birds a larger living space where they can fly; Aviaries often contain plants and shrubbery to simulate a natural environment”.
Perfume travels thru air: The Aviary – as a light architectural enclosure – confines air as well as it creates space and volume remaining transparent. It offers the concept and motive for Avery stores.
Perfume is volatile like a bird: The distinct, almost human, personalities of birds figure prominently in all aspects of human culture from religion and mythology to poetry: Birds bathe, birds are vain, they make toilet, they ‘dress’, they seduce, they court.
A perfume is experienced thru 3 phases. The top note, the heart and the base:
The Aviary: The ‘top note’, the architectural motive that will present the shop and its perfumes to the visitor.
The Dressing Table: The heart of the shop, where the visitor will try and experience the perfumes
The ‘Hanging garden’: The base, the source, the home of the shop. E.g. The kitchen, the nurturing, the cash desk, the music, the fridge, the garden, water etc.
Perfume triggers memories and complex emotions: Avery embraces these dreams, the fantasy, and space to travel in your mind. Art expresses similar complex emotions without words: A wondrous world, which doesn’t need to be unraveled.
Perfume/art inhabit the shop as small figurative fictitious creatures, literally as well as virtually.
Through modern technology we have virtual birds present, interacting with our movement or behavior: Mercurial, magical as perfume.
