To introduce AXE’s Fine Fragrance Collection, we crafted a fully immersive, multi-sensory launch experience centered around scent. The event began with an intimate sensory journey where guests were guided in small groups through near-total darkness, encouraging them to engage their sense of smell more deeply.
From there, guests entered the AXE Vortex, a striking tunnel installation designed to bring each fragrance to life. Through layered visuals, motion graphics, neon lighting, and mirrors, the space reflected the unique character of each scent and allowed guests to be completely surrounded by its mood and energy.
The final reveal led into a high-energy party space, where AXE was unveiled as the host. Guests were given custom seeding boxes featuring the new Fine Fragrance Collection, offering an exclusive first look at the scents. The celebration continued with cocktails inspired by fragrance notes, glowing LED ice cubes, and blacklight-reactive menus. A bold visual design wrapped around the DJ booth tied every element together, blending scent, sound, and atmosphere into one unforgettable brand experience.
