Instinct: Gold Edition

An aromatic adventure to mark the launch of David Beckham's newest fragrance - London, March 2015

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INSTINCT: GOLD EDITION - LONDON, MARCH 2015

Bompas & Parr launched Instinct: Gold Edition for David Beckham in March 2015 by taking journalists on a journey that manifested how important instinct is in life before meeting the superstar.

Inside a deconsecrated church, the studio first disconnected guests from the outside world with a ritualised sensory reset that included breathing exercises, visual, haptic and sonic workouts before being despatched into a golden mirror maze - a labyrinth that reflected the design of the bottle for Instinct: Gold Edition.

They were charged with finding their way to the centre of the labyrinth using their own sense of Instinct, with aromas and an acoustic soundtrack designed to evoke instinctive, emotional responses to signpost the way out - and the blind alleys.

At the centre of the maze they found themselves in a Mediterranean Garden, filled with the key botanicals that formed the core aromatics in the aftershave, for a mentored nosing of the product with its creator at Coty, one of the world's biggest fragrance companies.

Finally, the rear wall of the garden opened and guests found themselves in a wood-panelled study, which on closer inspection was revealed to be David's private study. As journalists gathered in close to hear from Coty's marketing chiefs about how the brand has evolved over the last ten years, David appeared and guests were rewarded with a private audience with him - and a photo of course.

Photocredit: Tom Bunning for David Beckham fragrances.