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A Stark Fragrance Launch

June 20, 2001, 12:00 AM EDT

5S/Metasense fragrance launch Boylan Studios Wednesday, 06.13.01, 6:30 PM to 8:30 PM
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At least no one at 5S' Metasense fragrance launch at Boylan Studios was wondering, “Why am I here?” The stark, product-centric event had guests mingling in a huge, all-white room with pink and green accents, listening to a soothing mix of ambient music, munching on hors d'oeuvres and sipping “Meta-tini” cocktails from Great Performances. But the most dominant part of the event was the scent: Bottles of Metasense were scattered everywhere throughout the room, making sure guests didn't forget why they were there. The event was coordinated by Glow Media and Marketing.

The entrance of the event was a short stretch of hallway covered with real grass and trees. Upon entering the room, guests walked through a short, white-fabric walled maze that opened into a huge white room where all-white clad models from the Wilhelmina Agency offered “sense experiences” to stimulate three of the five senses. They placed blinder goggles on guests and had them touch a box filled with sandalwood chips, sprayed a note of peach scent for smell, and played a CD for hearing (the other two senses--sight and taste--had to wait for the rest of the event).

The purpose of the event was never far from guests' minds. Inside the room where the rest of the event took place, giant picture posters of the new fragrance hung from the walls, and empty bottles in clear frosted plastic boxes lined the walls on the window sill that looked out into the surrounding Chelsea neighborhood. More white-clad models mingled among the partygoers, and offered to spritz guests with the new scent (a polite variation on the perfume snipers that spray unsuspecting shoppers in department stores).

--Suzanne Ito

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