Elements

View original article at MRketplace

August 9, 2011 By Harry Sheff

When I went to the launch of the Elements Showcase fragrance trade show in January, I was struck by how different it was from other shows. It didn’t have straight aisles or walled booths, and the atmosphere seemed both more modern and more relaxed. As a fragrance aficionado, I was in heaven, discovering brands, some small and new (like Brooklyn-based D.S. & Durga) and others very old and storied (like Paris-based Lubin, which dates back to 1798).

The Elements Showcase is staging its second show next week. When the organizers, Frederick Bouchardy of Joya candles and fragrances, Ulrich Lang of Ulrich Lang New York fragrances, and event producer Jeff Lawson, launched the show in January, there were 35 exhibitors. Next week, there will be more than double that. We asked them how it started and why the market needed it.

How did you three meet each other?

Ulrich Lang: Frederick and I met at the New York International Gift Show. We decided to meet for coffee a few weeks later. We both felt there was something missing in our industry, a “showcase” for the visionaries in fragrance design—established and emerging. I called my former colleague and friend, Jeffrey Lawson, who has his own production company, and we all quickly decided to make our plan a reality.

Jeff Lawson: I had been producing art fairs in the US and Europe for years and was looking to produce tradeshows in a new model that moved away from the traditional “booth” and “aisle” show. Uli was an old colleague of mine from our days working in the art business, and I knew he had created his own fine fragrance line. He and I began to talk about the idea of creating a showcase based on design and fragrance. We tossed this idea around for about a year and during that time he met Frederick. Within a month, the three of us had created the framework for what has become the Elements Showcase.

Frederick Bouchardy: I had been using trade shows worldwide to exhibit my fragrance brand and found the experience to be mostly fruitful—many of our key international distribution and relationships were formed this way. At the same time, none of these trade shows’ aesthetics were created in a way that felt “on brand.” It was always the same pipe and drape and fluorescent lighting, which I don’t think is the ideal way to showcase products that are largely experiential. I discussed this issue with many of my peers for about two years. They agreed but didn’t seem prepared to do anything about it. Then I met Uli and Jeff.

What made you decide to start a trade show for fragrances?

Jeff Lawson: I recognized that there was a strong need to break away from the traditional trade show model, especially for fragrance. I had visited various shows over the past few years, and it was clear to me that there was a real need for a showcase that could position and promote fragrance design in a way that made sense for both the exhibitor and the buyer. The market needed Elements. Our first Showcase was one floor at Skylight West, and we showcased about 35 brands. Our second showcase is two floors at the same location and features approximately 80 brands.

Frederick Bouchardy: The response from the first show was overwhelming. We knew we were on to something but couldn’t be sure until the doors opened that the world would see it the same way. Exhibitors were thrilled with the diverse, dynamic attendance, and visitors had a blast—many stayed all day or even came back for the second.

Who are the attendees?

Frederick Bouchardy: Attendees included independent retailers from fashion boutiques and apothecaries, along with department and specialty stores, resorts, spas and more. There were also artists, perfumers, perfume house representatives, media, bloggers, fragrance aficionados, beauty enthusiasts, perfume communities and forums, and people that are generally passionate about design.

What does your typical exhibitor look like? Is it a niche brand?

Frederick Bouchardy: The process to exhibit is application only, which means that the Showcase is a curated and edited collection of the world’s best fragrance-related, designer products. That said, there is no “typical” exhibitor at Elements. Each one has its own strengths, differences and innovative approach. Oftentimes, the most inspiring brands in this field are the entrepreneurial, “niche” ones, but Elements is by no means designed to only highlight collections that are restricted to a small number of points of distribution.

Ulrich Lang: We had tremendous interest in this showcase not only among fragrance manufacturers (fine fragrance, home fragrance, bath and body) but also from companies in the skincare and men’s grooming fields. They complement our offering and often address the same (apothecary/beauty) buyer. We also have several brands that you could describe as “artisanal” participating.

What is the show’s schedule like? Are there any special events?

Jeff Lawson: The Showcase is a two day event: August 15-16, from 11am to 7pm. There is a press preview at 11am on the 15th in conjunction with a new fragrance launch by Intertrade Europe for Blood Concept, paired with a bloody mary cocktail reception. The 16th will kick off with the Elements Showcase Fragrance Forum at 10am moderated by Jane Larkworthy and W Magazine. Caron Paris will host a cocktail event to celebrate the preview of their newest fragrance at 4pm on August 16. Mixologist Ryan McGrale of the Flatiron Lounge will blend signature drinks from sponsors Combier, Cognac Ferrand and Louis Royer that are inspired by the notes of L’Accord Code 119.

Frederick Bouchardy: The topic of the forum with W is “fragrance as a design discipline.” We look forward to exploring this issue and others that concern this fascinating industry at next week’s Showcase and beyond…

Elements Showcase will be at Skylight West, 500 West 36th Street, New York NY 10018.

Frederick Bouchardy started Joya Studio in 2004. He makes all of his candles and fragrances in Brooklyn.

Ulrich Lang’s Ulrich Lang New York line of men’s fragrances includes Nightscape and Anvers.