In 2000 Frèdèric Malle embarks on a singular venture to return perfumery to its luxury status by inviting nine top perfumers to create a perfume with complete creative and financial freedom. Nine original perfumes are introduced by the finest perfumers at his first boutique, 37 Rue de Grenelle, in Paris.
To present these new, innovative fragrances Frédéric Malle works with architects Andrée Putman, Olivier Lempereur, Patrick Naggar, and Jacques Grange to create specific stores. In doing so he breaks with the prevailing minimalist aesthetic of the time by reinventing a new residential style, curiosity cabinets, if you will.
True to the Bauhaus principle that form is dictated by function, Frédéric Malle includes in his first shop at 37, Rue de Grenelle, smelling columns and transparent refrigeration cabinets alongside pictures of his authors that have become trademarks of his company worldwide.