ARMAND BASI WILD FOREST. WILD NATURE

WILD FOREST is the new masculine fragrance by ARMAND BASI, inspired by one of nature’s most noble elements: wood. An elegant and natural material that, when manipulated by man and technology, is a basic element of urban life. 

An imaginary refuge that exists inside man. The place where he finds his own dimension in the face of nature. The beauty of the material in its original state, transformed by man and technology. The elegance of a unique, malleable and primitive material. Wood as the ultimate example of nobility and authenticity: both an urban element and a symbol of modernity and progress.

The Armand Basi man possesses a natural, innate elegance that emerges through his own relationship with nature. He knows that what is natural is flawed by definition, and recognises the representation of that natural, elegant, beautiful and imperfect beauty in the wood. 

In a stressful world, WILD FOREST is his refuge, the place where he can find his inner self and free his most genuine and wild side. It might be a forest or a cabin but above all, it is a place that exists in his mind. An intimate, warm and personal oasis.

Tradition and modernity create the balance that makes up the true DNA of the Armand Basi brand. Both elements unite the urban world with the world of nature.

Nature is splendid and unpredictable. It has a life of its own. Wood is the best proof that nature is very much alive. 

Like man, it changes with the passing of time, and just like human personalities, every piece is unique. Its irregular appearance, the drawings of its inner rings trace the years gone by, the tones affected by the light, the textures that the climate adds to the bark, the cracks that break its surface, all combine to add character to this noble material, just as life gives spontaneity to the young and serenity to the old. WILD FOREST searches for an ageless man who, like wood, evolves and finds the best in each stage of his life.

But wood is also a material that is produced by transforming trees in a difficult and delicate process which is sometimes industrial and sometimes artisanal. Man and technology have evolved side by side and today, as a versatile and malleable material, wood is adapted to urban architecture and the ways and uses daily life demands of it. In this way, converted into a modern object, it unites the urban world with nature. 

Few natural materials have the same presence as wood which, due to its nobility, is a guarantee that unites tradition and quality. Wood is warm, current and modern at the same time. Elegant, beautiful and eternal.

ARMAND BASI WILD FOREST. The warmth of a wild forest. An internal refuge.

A UNIQUE OBJECT.

ARMAND BASI WILD FOREST is an ode to the imperfection of nature, conceived as a perfect object. For the first time in the history of this modern perfumery firm, we present a fragrance in a bottle made of natural wood.

THE BOTTLE

The design is the work of Antoni Arola, winner of the National Award for Design, and creator of the packaging of many of Armand Basi‘s fragrances. 
In search of greater identification with the concept of the Armand Basi brand, the wood used to produce the bottle has been subject to the Programme for the Endorsement of Forest Certification (PEFC), the main international association for sustainable forest management. Products with PEFC certification guarantee that the raw material comes from sustainable forests.
The design is pure geometrical engineering: it is a transparent glass bottle, the inside of which is embedded with a layer of untreated wood. The rectangular-shaped glass bottle has a vertical slot which, when fitted into the box, serves as a window to view the fragrance, in the shape of a slim and narrow rectangle on the right hand side of the bottle, offering a glimpse of its content.
The wooden layer is in a warm tone, like ash wood, with the wood grains clearly visible. Its surface is gently polished to seal the texture of the wood and round off the edges of the rectangle. The cap is another smaller rectangle, carved from the same wood.
Next to the glass window, whose surface is aligned with that of the wooden packaging, so that they are both on the same plane, the elegant black letters of the name of the brand and the fragrance are printed in a sober design on the outside.

THE BOX

Cardboard and decorated with a photograph from a section of a wooden log, it offers the bottle warm protection. It recreates an irregular layout of the rings which trace the passing of time inside the trunk, broken by the imperfection of a deep and darker grain, which runs diagonally across the lower part of the box.
A light smoky filter adds a grey appearance to the image, except for a rectangular area of the surface, similar to a classic label, where the photograph maintains its natural, warm tone.
Inside, the same black letters once again spell out ARMAND BASI WILD FOREST.

Packaging that is both a unique object with a surprising design and a small bit of nature.

RESINS, WOOD AND SPICES: NATURAL ELEGANCE. 

ARMAND BASI WILD FOREST is a both a modern and a classic fragrance, just like Armand Basi’s designs. Elegant and sober, it belongs to the Spiced Wood family.

It is a creation of prestigious French perfumer Nathalie Lorson, who has an extensive portfolio of successful fragrances. Lorson, who says “I try to design fragrances based on the brand’s values”, is known for her open mind and creative spirit which allow her to add a touch of harmony to each of her compositions.

ARMAND BASI WILD FOREST opens with a cloud of top notes of spices that reveal the strength of pepper combined with the elegant touch of warm, intense nutmeg.

The middle note describes the masculine character of the union between the violet leaves and the rich cedar wood. It also gives the fragrance its Mediterranean roots.

The bottom note is rich and intense, with a clear Oriental influence that is presented through hints of vanilla, softened by the smoky aspect added by leather and bold incense. Exotic patchouli and woody grey amber give the fragrance personality, which is finished off with a last hint of delicate musk.

A fragrance which transports you from the city to the forest. 

From nature to urban life. It is powerless before the noble wood and celebrates the imperfect beauty of all that is authentic and natural. Like man, like nature: ARMAND BASI WILD FOREST.

THE RANGE
ARMAND BASI WILD FOREST comes in two editions:
Eau de toilette 50 ml spray     220 AED                        
Eau de toilette 90 ml spray     295 AED        

ARMAND BASI ROSE GLACÉE NATURAL EVOLUTION AND STYLE

Since the debut of its first collection in 1986, the Armand Basi brand has embedded its style and fashion offerings within a framework of intellectual discourse based on social commentary. The brand's original taste for avant-garde artistic references has evolved side-by-side a dynamic sense of aesthetics, a natural consequence of the desire to be on the cutting edge. 

Thus, what was initially a passion for design, with an eye on Russian constructivism and other art and design movements of the 20th century, gave way to an interest in Eastern aesthetics and thought, which emphasizes finding the true essence of things. Antagonistic tensions between nature and man's intervention in it, with architecture as the materialization of human activity, were the logical consequence of this analysis of the essential and have inspired both fashion collections and the creation of the brand's fragrances. 

In the latest collections and fragrances, emotion has gained ground over the minimalism and austerity of Zen philosophy: nature is seen as a school of thought in the minds of those who inhabit the architecture of modern cities on the planet. Gardens take over roof tops. Parks clean the air of cities. Flowers grow on sun-drenched balconies. Flower beds brighten the sidewalks.

At Armand Basi, tensions between competing concepts remain the formula to move forward creatively. Where emotions meet the latest trends, the opposition needed to evolve arises. At a time when fashion finds its raison d'être in geometry, to which it has surrendered most of its runways, the brand adopts minimalist geometric lines for its collections, introducing emotion through silhouettes, texture and colour.

In this context, the new fragrance by Idesa Parfums is born, a creative concept built on the emotions caused by geometry and a favourite flower: ARMAND BASI ROSE GLACÉE.

THE FLOWER AS THE ESSENCE OF FEMENINITY.

The rose is the flower par excellence. The universal flower, recognized the world over as a representation of the mystery of the feminine. It is the most perfect flower. Her beauty is a delight for the eyes; she is fragrant, Baroque, splendid, intoxicating to smell, velvety soft and fragile. But it is also treacherous, rebellious and defiant: her protective thorns will prick the hand that attempts to cut her. 

Her geometry calls to mind the architecture of a spiral staircase, an ellipse, or the coiling of a flower that opens to reveals an inner secret. Her sway and layered petals are hypnotic. She is complex and dynamic. A force of nature, even cement cannot stop the rose from being born, and as it climbs walls, it brings beauty to human creation.

Pink is trendy, fashionable in its many declensions. It is the colour that identifies femininity. It is kind and serene, but also sassy and seductive. It is optimistic, tender and upbeat. Clean and fragile. Romantic, tranquil, evocative. It is warm.

'Glacée' is a French word that means frozen. It is the rose trapped in ice: cool and frosted. Beautiful and magnificent, suspended in the prime of its youth. Protected by the cold, perennial in its beauty, she stands defiant and proud. Seductive and beautiful.

ROSE GLACÉE, the name of the new fragrance, embodies the tension that is in its makeup. Warm and cool, smooth but aggressive, friendly but treacherous, beautiful but ephemeral. It's perfect, though fragile, welcoming but prickly. To admire it is to experience the clash of passion and reason.  A contemporary, modern and urban imprimatur on nature, rather than urban life modulated by nature. 

ARMAND BASI ROSE GLACÉE. The dew-strewn rose at dawn. The freshness that soothes impatience. Perfection frozen in time. The cold that stimulates and awakens. The spiral from which life springs forth. The mystery that slowly reveals itself. The veiled offer of pleasure, like a promise for the future. A hunger for life. The intensity of youth. The insatiable and unbridled joy of living.

ROSE GLACÉE MODERNITY AND GEOMETRY.

Organic and geometric, the rose is the heart and inspiration of this new fragrance by Armand Basi, which summons us into the world of flower essences with a groundbreaking approach: the concept is updated and rejuvenated by bringing geometry into play.

ARMAND BASI ROSE GLACÉE's rose avoids clichés. It is fresh, young and modern, with a chic and sensual quality added by its naming in French.

The packaging represents the fragrance's duality. On the one hand, a feminine and delicate design in pink hues, with a flower as the main element; on the other, a modern and unconventional touch: A geometric paper rose. The box seems a conventional matte pale pink rectangular box, featuring an image of the paper rose and the name and brand in a more intense hue; but it captivates us with surprise when it opens like a flower in spring, unfolding four ways and exposing the bottle in a gesture that mimics the femininity of flowers.

The bottle is light and feminine, with a rounded shape. Made of opaque, glazed glass, with a frosted pink tint, its tinged finish reflects the icy freshness of the fragrance. The rose-shaped cap is the fine detail that represents the spirit of ROSE GLACÉE: Metallic in texture, fresh in appearance, it plays with geometry, mimicking the folds of a modern paper flower.

A rose-shaped design and original concept. Young, bold and modern like ARMAND BASI ROSE GLACÉE.
 
THE FRESHNESS OF DAWN.

The freshness of a fresh-cut rose sprinkled with morning dew is embodied in the captivating scent of ARMAND BASI ROSE GLACÉE.

A new fragrance created by Françoise Caron, who updated and refreshed the floral olfactive family perfume concept.

A sparkling and young top note of green apple in a stimulating alliance with fruity and citrussy notes of grapefruit and lemon.

A bright and feminine middle note in which the Piaget rose reigns supreme, recalling, with its petals trimmed like lace, a morning in May.   The original harmony of intense cinnamon and peach nectar surprises the senses.

A bottom note of light woods, amber and musk crystals is sensual and woody.

A young and avantgarde fragrance which is elegant and modern. The rose as the highest expression of femininity, but also of defiance and sassiness. Contemporary charm and chic: ARMAND BASI ROSE GLACÉE.

THE RANGE
ARMAND BASI ROSE GLACÉE is available in three presentations:

Eau de Toilette Spray  30 ml
Eau de Toilette Spray  50 ml
Eau de Toilette Spray  100 ml

Costs and Availability: 
50 ml – approximately 180 AED (available at Faces)
100 ml – approximately 245 AED (available at Faces)