SG79

SG79|STHLM is a growing range of fragrances created by Romella. The range is based on the photography of the renowned artist Dawid. New fragrances are added to the collection regularly – find your own personal favourites! Fragrances are very much about your personal taste, your interpretations, memories and associations – just like fine art photography. SG79|STHLM stands for the address where the ideas for the fragrance range are born – Sibyllegatan 79 in Stockholm.

When Romella saw Dawid’s photographs, the suggestive images sparked an inspiration – that a finely crafted perfume could create that same artistic room for interpretation. Fragrances that demand reflection and courage of the recipient and allow the wearer to create their own personal associations. The perfumes in the SG79|STHLM range were composed in collaboration with Givaudan and Mane, two of the most distinguished perfume houses in France. Packages and bottles are elegantly understated, so that what meets the eye goes hand in hand with your experience of the fragrances.

Many of the images that form the basis of the SG79|STHLM fragrances reflect different faces of Stockholm. Like the city’s dramatic contrasts between sturdy stone buildings with bright facade colours, the fragrances are composed of elements that contrast and harmonise with each other. Flowers and other plants have always been present when perfumes are created, and they are also a key ingredient in the images here. For some of the latest perfumes in the SG79|STHLM range, Dawid used the camera’s features to transform a plant into what is practically a free-floating, luminescent organism. His photograph – rather than the flower it depicts – became the seed that our perfumers cultivated into a unique fragrance.

The combination of photography and perfume may seem implausible at first, but really the two are closely intertwined. Just as a photo can conjure the memory of a scent, a fragrance can create images in your mind’s eye. The two onedimensional sensory impressions are each other’s opposites, and the genesis of the perfumes in the SG79|STHLM range creates a bridge between these worlds. Our perfume designers simply start with one of Dawid’s photos. Then they develop an accord of fragrances, with top notes, heart notes and base notes that invisibly mirror the image – one artist’s creation speaking to another’s. The result is up to every individual to interpret. Perhaps your associations will be entirely different from Dawid’s or any of our perfumers’ when they created their own parts of the composition. The SG79|STHLM range is the brainchild of the Swedish company Romella, which has a long history in the perfume industry. Romella has previously created perfume collections for well-known brands such as Gant, Björn org, Salming and Lexington. SG79|STHLM is Romella’s first fragrance range under its own label that is manufactured and packaged in Sweden, which makes Romella extra-proud.
Fine Fragrance – Fine Art