Reference Studios has launched its new brand, Reference Times, marking its entry into the olfactive world with a series of innovative fragrances. The debut took place at the Dover Street Parfums Market during Paris Fashion Week, with the first fragrance being a collaboration with NO/FAITH STUDIOS. Developed in partnership with EveryHuman, a tech-driven company specializing in algorithmic perfumery, the collection represents a blend of tradition and technology, offering bespoke scent experiences that push the boundaries of modern fragrance.
Founder & CEO of Reference Studios, Mumi Haiati, expressed his fascination with the connection between fragrance and memory. Haiati emphasized that Reference Times represents the first physical manifestation of the Reference concept, focused on creating immersive experiences that can evoke memories, much like a cherished souvenir. The collaboration with EveryHuman allowed the use of advanced AI-driven technology to create custom scents — democratizing and personalizing the olfactive experience for all. This approach aligns with Reference Studios’ ethos of exploring new media as a form of artistic expression.
Tim Philip Neugebauer, Creative Lead of Reference Studios, highlighted his enthusiasm for Reference Times as an extension of media, equal in its capacity for expression to traditional publishing. Having collaborated with Haiati for years, Neugebauer views this project as a unique way for their creative partners to engage with a new kind of medium, one that is primal and unanticipated. Reference Times, he noted, is both a channel for artistic expression and a pure form of storytelling — conveyed through scent rather than words or visuals.
The bespoke scent for NO/FAITH STUDIOS was developed as part of EveryHuman’s residency at DSPM, showcasing their compact version of the Algorithmic Perfumery machine. Designed to make fragrance creation more accessible and customizable, this machine allows users to actively engage in the process, adjusting foundational scents to craft a fragrance unique to their personal tastes. Anahita Mekanik and Frederik Duerinck of EveryHuman described this launch as a defining moment in their journey towards creating an inclusive platform where anyone can participate in the creative process of scent-making.
Luis Dobbelgarten, Founder and Designer of NO/FAITH STUDIOS, shared his vision for the bespoke fragrance. The scent, he explained, is an embodiment of the brand’s DNA — a complex, bold creation that reflects the intricate details found in their leather pieces. While the scent may be unconventional to some, Dobbelgarten believes that NFS customers will appreciate its depth and the distinct message it conveys. This emphasis on individuality and authenticity is at the core of both the fragrance and the broader collaboration with Reference Times.
The packaging for the fragrance is just as unique as the scent itself. Each perfume is vacuum-sealed in biodegradable packaging, symbolizing the preservation of a memory over time. Included with the fragrance is a small object referencing the specific collaboration, all contained within a bag that can be repurposed as a piece of art. The use of metal rings to hold everything together further emphasizes the tactile nature of the experience, enhancing the narrative of the scent as more than just a product — it is a memory, an experience, and an artistic expression.
The Reference Times launch took place on September 28th, 2024, during Paris Fashion Week, attracting notable guests including Suzy Menkes, Diane Pernet, and Sarah Andelmann. The NO/FAITH STUDIOS fragrance will be showcased at Dover Street Parfums Market for a six-week residency until October 15th, followed by two additional collaborations set to be unveiled before November 9th.
