Frederick Bouchardy has hit the perfect balance between thinking and dreaming. Through Joya, the New York fragrance design studio he founded in 2006, he aims to capture the essence of living flowers, plants, and herbs at their most vivid, collaborating with artisans on a mission of discovery. The olfactory creative also pursues this goal as consciously as possible: materials are raw and local, packaging is sustainable, and production practices have ethics in mind. Bouchardy’s imaginative mission and innovative moral standards mix to create a fragrance house just right for 2018, whether you’re an artsy local in Brooklyn or an ethically-minded beauty fan across the country.
Now, Joya is taking a new city with a scent created for Noelle, an experiential hotel in Nashville. The concept space features an Art Deco style, prints from local artists, and a working printing press, so Bouchardy has attempted to capture its vibrancy and nostalgia. The fragrance, fittingly called Noelle, features notes including pink pepper, jasmine green tea, and sandalwood, blending local charm with a creative spirit. Giving L’Officiel USA a deeper whiff of what makes Noelle tick, Bouchardy imagined the fragrance’s favorite things and alternate identity.
If your fragrance was the star of its own movie, which actor would play the starring role?
What color(s) does Noelle smell like?
Hot pink + safety orange.
Which city/place in the world does Noelle encapsulate best?
Nashville meets New York.
If you had to place your fragrance in an iconic decade past, which one would it be?
What item from your wardrobe would you compare your scent to?
The pajama set I don't have.
What genre of music do you think Noelle most aligns with and why?
New Jack Swing: Soul made new. Equally right for a drive, dance or downtime.
If your fragrance had a night out on the town, what drink would it order at the bar?
If you were to relate your new scent to a book, what would it be? Why?
Mating by Norman Rush, which illustrates the complex, hopeless pursuit of control.
If your new fragrance had a soundtrack, what three sounds would play once you spray the scent?
Crashing waves, crunching leaves, falling into a freshly-washed comforter.
If it wasn’t called Noelle, what would it be called?
Not sure! Probably Wallflower or New Light.