THE MADNESS OF MANY
FOLIE À PLUSIEURS, Le Cinema Olfactif - 'The Madness of Many' is a Berlin based perfumery that uses scent as a medium for expanding personal meanings and experiences associated with art-house films.
"Inspired by the psychiatric syndrome 'Folie à Deux', conceptualized in 19th century French psychiatry by Charles Lasègue and Jean-Pierre Falret in which symptoms of a delusional belief are transmitted from one individual to another. Folie à Plusieurs has taken this condition of 'shared madness' as a creative process for the manner in which each scent is realized."--FOLIE À PLUSIEURS
To begin the creative process, Sorhaindo selects a film, develops the brand's positioning and Buxton responds to the film's moments that speak to him in the form of fragrance:
THE VIRGINS | Inspired by moments in the film by Sofia Copolla (The Virgin Suicides)
Sofia Coppola’s debut film “The Virgin Suicides” tells the haunting story of a group of boys fascination and obsession with the lives of five sisters and their suburban lives and subsequent deaths. The Fragrance was developed around the nostalgic feeling of the 70s, isolated moments of innocence; the smell of lipstick and fresh cotton panties and moments of remembrance and passing with smell of dusty porcelain figurines and an empty room.
DAISIES | Inspired by moments in the film by Vera Chyitilova
Vêra Chytilová’s classic surrealist film is perhaps the most visual, adventurous and anarchic Czech movie of the 1960s. This political satire follows two girls playful response to a time of war. While there was starvation the girls feasted and while commoners worked they played. Inspired by the characters colorful acts of rebellion, the fragrance represents a mix of cocktails, from the constant feasting on fruits and cakes to the dying flowers left on the dinner tables from the men they seduced.
Love Exposure (Short) — Moment 1/0 from Madness of Many on Vimeo.
LOVE EXPOSURE | Inspired by moments in the film by Sion Sono
An epic love story told through the lens of visionary Japanese filmmaker, Sion Sono, that travels through themes of religion, rebellion, sexuality, perversion, violence, romance and voyeurism. The fragrance narrates the film with the kinky smell of wet panties, blood, and lust and the scents associated with the church and religion.
MOOD INDIGO | Inspired by moments in the film by Michel Gondry
Blurring the lines between reality and fantasy this adaptation of Boris Vian’s 1947 novel 'Froth on the Daydream' is a love story that could only be told in the cinematic voice of Michel Gondry. From when eyes first meet to when love is eternally lost, this poetic tale shows the lengths in which a person would go to preserve their love. The fragrance follows this transition in the film by opening very gay and luminous in response to moments when the characters first meet and fall in love. There is a calm passage in the fragrance that represents periods in which the relationship is unsettled and ultimately it fades into a deeper and dark place where love is ultimately lost.