But for spring 2014, the brand has chosen an inspiring location. This time, the focus is on a specific, genuine neighborhood that has yet to exist. It’s Hudson Yards, in what is called Western Midtown. Under construction now, Hudson Yards is being transformed from a gritty parking lot for the trains that feed Pennsylvania Station into an honest-to-goodness future-world. Imagine sleek, slim skyline-altering buildings soaring into westernmost Midtown’s air space. Imagine ultra-modern apartment buildings, accompanied by a complex of offices, cultural venues, and a luxury hotel, not to mention shops and markets, a self-contained boulevard, a subway station and a ferry terminal.
When construction is completed in a few years, Hudson Yards will surely set the tone and pace for the future of urban landscapes worldwide. That’s looking at the big picture. But this urban work-in-progress has already been an inspiration for Bond No. 9 with an offering that’s all about fresh new beginnings.
Hudson Yards, the scent, is a melange of dewy petals piled upon petals. It starts with lush, attention-grabbing lily of the valley, mingled with fresh and innocent freesia and piquant pink peppercorns. Then it smoothly transits into its middle-range notes: a dewy floral bouquet of peony buds and Bulgarian rose — made even more intoxicating with the addition of wine-like lychee. The enduring base notes – woody-citrusy orange flower, iris absolute, and white musk – serve to keep Hudson Yards afloat.
The bottle had to be out-and-out futuristic – which meant that only one color would do: contemporary, near-neon, iridescent chartreuse. It shimmers too, as the glass surface is laser-etched with an overall network pattern of the Bond No. 9 circular signature token. Held up to the light, it reveals almost lace-like glimmerings of transparency. And around the neck, to remind you of the petal-like composition of the scent, rests a ripening cloth flower blossom, in matching chartreuse.
About Bond No. 9 New York: In business for 10 years, Bond No. 9 is an edgy downtown perfumery, committed to designing artisanal scented evocations of the neighborhoods and streets of New York. Bond No. 9 has a dual mission: To restore artistry to perfumery, and to mark every New York neighborhood with a scent of its own. Each fragrance represents a specific downtown, midtown, or uptown locale or a city-wide sensibility.
Hudson Yards is in store now. Price: 100ml, $285; 50ml, $200; body silk, $135; candle, $115; liquid silk, $95; refillable pocket spray, $95.