Notice
A discreet, signposted discovery point creates the first encounter at the venue threshold.
Speculative campaign / Maison Francis Kurkdjian / Fragrance
THE INVISIBLE SCENT TRAIL
A presence. Before a name.
A proposed Baccarat Rouge 540 campaign that begins at a venue entrance. An optional scent encounter and mirrored plaque lead to a mobile story, with a staffed sample counter farther along the route.
DESIGNERPriscilla Rios
OWNERSHIPSole designer, from concept to execution
SCOPECampaign concept, art direction and experience
STATUSSpeculative campaign
THE STARTING POINT
Begin where someone is already passing.
I built the idea around an entrance. A small discovery point offers an optional encounter with scent, and a mirrored plaque gives you a way to follow it. The first moment needs to feel worth noticing without blocking the place around it.
Red reflections connect the campaign to Baccarat Rouge 540’s crystal reference. I kept the graphics spare and let the visitor choose when to see more. The route and sampling program are proposed, with no brand commission or endorsement.
The experience
From a trace to a sample.
The proposed installation belongs inside a staffed partner venue, such as a hotel or museum entrance. A brief scent pulse and a small metal plaque form the encounter. The guest chooses whether to continue.
Investigate
A mirrored plaque holds a short line and a QR code. The reflection makes the visitor part of the composition.
Discover
A short mobile story reveals the fragrance and explains the next stop in the trail.
Sample
A staffed counter offers an individual sample and time to experience it on skin.
Art direction
Leave room for the reflection.
The poster keeps the message spare. A reflective surface catches a red trace, with the campaign line doing just enough to invite a second look. Motion would follow light moving across an apparently empty space.
The Reflection Series
Short films would use a door opening or a reflection passing across glass as the event. The scent remains implied through the image.
The Private Trail
A later version could connect a small set of partner spaces within a walkable district. Each stop would have a host and a clear route to sampling.
Proposed pilot
Start with one threshold.
Start with one supervised venue. Does the brief encounter make someone seek out the fragrance by name? That is the question the first test needs to answer.
A controlled encounter
The venue would manage scent delivery and provide a route past it. An unscented comparison period would help distinguish interest in the installation from interest in the fragrance.
What to learn
Record mobile-story visits and completed sample requests. Those are measures for a proposed test. The campaign has not launched.
THE WORK, TOGETHER
The visitor can stop at the first encounter or follow the plaque to sampling. The route needs to make both choices clear.
Independent campaign concept by Priscilla Rios for Maison Francis Kurkdjian. Not commissioned, affiliated with or endorsed by the brand. The activation and pilot are proposals.
