The Precise Art and Intricacies Of Olfactory Expression
Guerlain’s Ann-Caroline Prazan on the Guerlain’s legacy, nurturing creative collaborations and exploring regional talent
A Love Story; that is what was being celebrated when Ann-Caroline Prazan, Director of Art, Culture and Heritage for Guerlain, flew into town to host a special dinner. The romance in question, specifically that of France’s Empress Eugénie – where the history of the Bee Bottle first began – and more generally, the maison’s ties to this perfume-loving region, with its discerning scent aficionados.
“I love to work with your region because people here are experts. Sometimes better than me!” Ann-Caroline laughs.
“People are so open minded. They love tradition and the best quality but at the same time they are totally open to out-of-the-box creations. They’re quite brave.”
The worldwide unveiling of the Exceptional Bouquet de la Mariee 2024, in collaboration with jeweller Phillppe Ferrandis, was coupled with a soirée filled with surprises. The city’s glitterati were treated to a fantastical floral-filled dinner that featured a special performance by singer Balqees, with a Guerlain projection on the Burj Khalifa the highlight of the evening.
Artistry is at the heart of the house, which is why Guerlain created this bespoke role for Ann-Caroline. “I’m lucky,” she tells Bazaar Arabia. “I’m in charge of artistic direction,” which puts her at the helm of their curated window displays, 25,000- piece archive, and makes her in charge of purchasing art for the boutique, and creative programming. “We organize artistic, contemporary art and photography exhibitions all over the world,” she adds.
“For 200 years Guerlain has been collaborating with the best artists to create the most beautiful bottles for perfume and cases or skincare and make-up. We understood quickly that the container was as important as the content. There is no luxury without culture.”
“Sometimes I am inspired by a piece of art or I find an artist who is linked with the values of the maison or with the subject of commitment, or even bees. It must create emotion,” she says about her commissions.
The venerable house opening its first regional boutique in Dubai Mall has given Ann-Caroline the perfect excuse to further explore local creativity. Watch this space.
Images: Supplied
From Harper’s Bazaar Arabia’s July/August 2024 issue.