Faux Parfume

This is a total bite, but damn you know a faux scent. This is conceptual marketing art taken to a new level, why didnt i think of this. im a scent freak as it is, i love perfume, colognes scents in general becaus i couldnt smell anything in my adolescent years. great idea.

GREED

Francesco Vezzoli's project 'Greed' is a faux ad campaign for an imagined perfume. The entire project consists of a video trailer, a video (faux commercial), the bottle design and print campaign. The video was directed by the notoriously-exiled director Roman Polanski and features Natalie Portman and Michelle Williams embroiled in a fierce battle over the fanciful scent. The spurious campaign attempts to isolate and imitate the hype created by the promotion of a new luxury product in the mass market.

THE BOTTLE DESIGN

Just as Marcel Duchamp created Belle Haleine: Eau de Voilette in 1921 using a Rigaud perfume bottle with an altered label Francesco Vezzoli has created a signature perfume for the contemporary moment. Greed’s label features Vezzoli in drag, photographed by Francesco Scavullo, where Duchamp appeared on his perfume bottle as Rrose Sélavy, photographed by Man Ray.

THE INSTALLATION:

The installation at the Gagosian Gallery in Rome features the perfume in the center of the room flanked by the 'faux movie posters' (more on those below) and the faux commercial ran on a monitor