Jusbox Perfumes, between music and fragrances

"Our mantra is 'Music has a perfume', because through perfume you can have a unique synaesthetic experience, expressed by the combination of shapes, lines, materials, sounds and olfactory notes", this is how Andrea and Chiara Valdo, brother and sister, managed to transform their passion for music and perfumes by creating the brand Jusbox Perfumes, an authentic olfactory journey that reveals genres, eras and stories of great artists and musical icons of the past.

To name a few: Feather Supreme, dedicated to Aretha Franklin because she loved to wear feathers, to Suit of Light, a musky fragrance created in homage to the King of Pop, Michael Jackson or Black Powder, with leathery notes dedicated to Kurt Cobain, the leader of Nirvana.

The latest is called Fifty Four and was launched as a world exclusive in the London department store Harrods. It is dedicated to the legendary New York nightclub that quickly became a cult location for the international jet set, including artists, musicians, actors and celebrities. Studio 54 was famous for its opulent parties, selective access and bold expression of freedom, becoming a symbol of pop culture, sexual liberation and unbridled creativity in the 1970s.

'We were born in the 1970s and we like everything about those years,' Andrea and Chiara tell us. 'It is the period of design, fashion designers, cultural revolution, freaks and freedom. We like patterns, bright colours, attention to detail and objects designed to last. There is real musical experimentation and the music itself becomes an integral part of the home décor'.

The shop, on Via della Spiga in Milan, is a small jewel with attention to every detail that offers a true sensory journey. The perfume packaging is inspired by vinyls and musical sounds. The atmosphere is sophisticated, making the shopping experience immersive and sensorial. "The project stems from the desire to bring the public closer to artistic perfumery," explains Chiara Valdo. "To the uninitiated, it may seem a distant, technical and complicated universe, but the idea behind the birth of the brand is precisely that of bringing together two worlds that are in reality so similar, and to talk about perfume through music. The use of a familiar language makes perfume simpler and more comprehensible by combining the musical and olfactory experience. We want to try to speak to the consumer with a more familiar coding system, proposing a totally innovative experience compared to all fragrance brands. The first impact, in fact, with our products takes place through an olfactory jukebox, which mimics the gestures of the traditional jukebox and allows the simultaneous activation of the senses of sight, hearing and smell, thus providing a truly immersive experience".