art perfumery

TFK launches new exclusive fragrance ‘Unknown Pleasures’ inspired by 70s rock bank – Joy Division


Art is a science. 
Never take anything for granted. We should remain curious and open to discover what surrounds us by experimenting and creating the right condition for something to work.
Music is one of the most scientific art forms, from the elaboration of instruments to the composition of songs. 
One must understand the various elements: acoustics, frequency, rhythm and harmony… 
… the power of forming vibration that propagates sound waves, a translation of human emotion into information, recordable data that can be passed on from generation to generation.
The inspiration behind the TFK music theme is Joy Division, the British rock band of the 70’s who used an iconic pulsar computer generated graphic for their album cover “Unknown Pleasure”.
Sheik Majed enjoyed the band when he was a teenager discovering London. In occasion of the launch, 3 fragrances have been created: Joy Connection, Heart and Flows, and Unknown Ecstasy.
The detail of the complex sound waves are present in the graphics. To complement the concept, a special song has been composed which will be shared exclusively with people who own the fragrance. ey can enjoy the experience of matching smell and music in the intimacy of their own homes or outside through headphones with the wild vibrations of urban life. 
Composer Djamel Ben Yelles
Recording artist, composer, producer, and sought after violinist who actively collaborates with world class musicians, Djamel Benyelles, decided at the end of the world tour of “Arabesque” with Jane Birkin, to devote himself first to production and then to all facets of sound production, from recording to mastering. Along the way in Calcutta, France and Vienna, he met Charley, Mehreen and Patrick, and decided to renew the experience of his first Djam and Fam album (1997), but this time to produce the new Djam and Fam alone.
The song Joy Connection is accessible for download on 


Olfactory Pyramid:
An oriental musk with a modern twist.
Head: oris, white flowers
Heart: oud, leather
Base: ambre, musk, musk
100ml eau de parfum
Retail Price: £220
Exclusive to Selfridges (available end of July at Selfridges)


White Bottle 2017 - Unknown Ecstacy (Front - White BG)

White Bottle 2017 - Unknown Ecstacy (Back - White BG)




Agonist fragrance – Onyx Pearl features in The Mayfair Magazine

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Agonist Onyx Pearl 50ml Spray




Avery Perfume Gallery exclusively opens at Selfridges

AVERY Perfume Gallery, the ultimate destination for scent connoisseurs, is finding a home at Selfridges, the iconic Oxford Street store in the vibrant heart of London.

Located on the fourth floor adjacent to the VIP Lounge Area of Selfridges, the AVERY Perfume Gallery space brings together some of the world’s most niche fragrances, presenting artistic perfumery at its best. The display and the setting is visually curated by Cristiano Seganfreddo (Vice President and Creative Director of Intertrade Group). It is composed of polished copper fixtures adorned with precious Italian white marble and luxurious printed textiles which are used to customise the sofa and also includes an original 50’s style console. Visitors can savour the fragrances and fully experience each aroma utilising classic mouth-blown olfactory boules. Exclusively designed for AVERY Perfume Gallery stores as well as a series of ceramic animals and birds entirely Made in Italy with special gold-effect plating. Every “Scent Animal” is exclusively created as a design object for the AVERY Perfume Gallery stores.

Founded in 1909, Selfridges celebrated its centenary in 2009. With its concession boutiques, collections from the trendiest new brands, it’s a first port-of-call for stylish shopping. With a winning combination of new talents, hip and edgy labels, from high street to high-end brands, the store always stands out of the crowd. With four floors, featuring everything from clothing, footwear and accessories through to stationary, home décor, technology and food, Selfridges has the most comprehensive selection of desirable brands and products anywhere in the UK.

AVERY Perfume Gallery perfectly mirrors Selfridges’ attitude: the love for beauty, quality and a contemporary shopping experience, offering a taste of olfactive and visual emotions.

A selection of brands will be showcased at Selfridges:
A Lab on Fire: is a limited production brand, encapsulating the mystery of its creator and the genius of stimulating collaborations with the most brilliant talents in the world of perfumery.

Agonist: fragrances that represent the beauty of Scandinavian nature and culture. Each fragrance comes in a spray line as well as in handcrafted Swedish glass flacons.

AVERY Fragrance Collection: a collection of five perfumes (A, V, E, R and Y), devised by Celso Fadelli (President and Fragrance Curator of Intertrade Group), tracing unexpected olfactory itineraries.

Azagury: whose prét –à-couture scents and clothes are adored by the most glamourous women in the world.

Blood Concept: whose sanguine sensations run through every essence of the new 3 lines: BLACK, RED and UPSIDE DOWN.

Diane Pernet Paris: 4 one-of-a-kind fragrances from the global fashion icon Diane Pernet.

Préparation Parfumée Andrée Putman: an icon of interior design and her passions enclosed in six extraordinary scents.

L-Automobili Lamborghini: the brand has transformed ‘L’ into a genuine collection dedicated to the spirit of excellence on the road.

Re Profumo: presenting characters from a novel as perfumes accompanied by an assortment of ceramics decorated with 24k gold.

Roads: the perfume collection by Danielle Ryan that consist of ten fragrances created in collaboration with the finest master perfumers of the United Kingdom.

Santa Eulalia: the famed fashion boutique of Barcelona created 5 fragrances that pay homage to the beauty of the Catalan’s city.

soOud: precious essences that welcomes you into the world of the Orient are dedicated to the exploration of the senses.

S-Perfume: collection by former sculptor Nobi Shioya in which New York meets Japan and its traditions.

Avery Perfume Gallery is the first worldwide venture into niche perfumery and research created by Intertrade Group. Celso Fadelli (President and Fragrance Curator of Intertrade Group) and Cristiano Seganfreddo (Vice President and Creative Director of Intertrade Group) introduce a fully new olfactory concept where perfume meets design and art.

The new AVERY Perfume Gallery at Selfridges London opens on the 1st February 2016.

Avery Perfume Gallery featured in The Bite Magazine

ROADS Fragrances featured in Perfect Wedding

This Weekend from ROADS Fragrances available from Avery Perfume Gallery.