Cruelty-free and vegan perfumery, Xyrena, announced that they will showcase four new fragrances and the industry's first VHS-style packaging at the Hammer Museum's Artisan Independent Experimental (AIX) Scent Fair on May 7th & 8th, 2016.
The brand will also participate in the Third Annual Art and Olfaction Awards, which will be presented on May 7th. Xyrena is a featured nominee for its evocative water ride fragrance, Dark Ride.
By retrofitting original manufacturing molds used decades ago by major film distributors, Xyrena has created an exciting combination of pop art and scent ideal for display and building a personal fragrance library.
The new flagship packaging, dubbed XHS™ is a striking black clamshell case designed to hold Xyrena’s parfum bottles, while disguised as a VHS videocassette complete with film-inspired artwork.
The debut XHS unisex fragrances include Basic Bitch (an olfactive "basic starter-kit"), Pool Boy (a sexy summer poolside fragrance), Hellanut (a familiar scent of chocolate-hazelnut spread), and Cinemaniac (an accord that faithfully captures the essence of a movie theater).
Nominated for a 2016 IAO Award for best indie fragrance, Dark Ride will also be re-released in XHS "format". Three of the five debut XHS releases feature illustrations by LA-based concept artist Devon Whitehead, who was featured in the 2013 documentary "Adjust Your Tracking". The XHS collection will debut for sale exclusively at the AIX Scent Fair on a first come first served basis, while supplies last.
The new fragrances will then be available for purchase online at Xyrena.com beginning May 11th accompanied by a web spot for Hellanut featuring social media sensation TS Madison and adult stars Topher DiMaggio ("Studlebrity") and Jake Jace ("Not Safe with Nikki Glaser")
Founder and CEO, Killian Wells has designed Xyrena’s whimsical exhibition space to be, as he put it, "Authentically outfitted as a video rental kiosk. Visitors are encouraged to take advantage of the #throwback photo opportunity to post across social media." Guests will be able to meet Wells, male supermodel Miguel Iglesias, and actress Antoinette Kalaj.
The AIX Scent Fair is co-presented with The Institute for Art and Olfaction and LA’s champion of boutique fragrance creations, LuckyScent/Scent Bar.
According to the Scent Fair organizers, "An international selection of fragrance makers will upend your preconceptions of perfume at this three-day artisan, independent, experimental scent fair. Browse highly conceptual — even unexpected — scents, participate in workshops or a panel, and attend the fragrance fête of the season."