Dash of Disco

Discothéque - a fragrance launched between Los Angeles and London - put their finger (or nose) on that most covert, sensual experience. Founders Hanover Booth and Jessie Willner  have made it their mission to replicate the sensation of clubbing in scent. Launching in lockdown as a home fragrance brand, they recently launched their debut perfume line at Selfridges. With 7 unisex perfumes inspired by famous clubs in 7 cities, Because caught up with Booth and Willner to learn more.

What was it about the experience of clubbing that inspired the brand?
We became best friends while travelling the world together, and would always discover new cities by their dancefloors, making memories we swore we’d tell for the rest of our lives. We wanted to capture some of that magic, to bottle a perfect night that you wish you could remember forever, filled with a thousand combined moments that you can never really describe in words – your favourite song coming on, the strangers you fell in love with, the feeling that right now is the only thing that matters, that shared euphoria.

The Discothèque range is 7 fragrances capturing 7 nocturnal experiences from 7 cities around the world. What was special about the number 7 for you, and how did you decide on which cities to pick?
The number 7 is often associated with luck (or sin) and we always say one of our favourite things about a night out is the sense that anything could happen. We wanted this collection to reflect that. Each scent is a moment in a different city – like a secret encounter in a Manhattan cloakroom, a hypnotic beach in Mykonos, or the first light of a saffron sky in Ibiza.

What emotions or sensations would you like us to feel from the brand’s products?
We want you to feel like putting on your fragrance will transport you to your very own world, reminding you of the greatest memories of your life and becoming part of the greatest memories you haven’t made yet. We want you to feel like anything can happen, feel that intangible sense of excitement. That inclusive exclusivity. The way you feel on the best dance floor in the world. 

Who are the noses behind the fragrances, and how did you communicate the story of each fragrance to them?
We collaborated with four renowned perfumers: Christian Provenzano, Elodie Durande, Jean-Charles Mignon, and Julie Pluchet. Each brought their unique expertise and brilliance to the collection. They immediately understood our vision and picked clubs and cities they had a connection with to personally bring to life. They all approached it with so much excitement and their talent vividly captured the spirit of each time and place better than we could’ve ever imagined.

What were the challenges in transitioning from candles to wearable fragrances?
Going from candles to perfume felt natural but it was a very new world because candles live with you; perfumes become part of you. We developed so many iterations to ensure each fragrance had the complexity and personality that people do, making you feel as incredible as the nights they’re inspired by.

Tell us about the disco ball-esque bottle design.
A disco ball with sharp edges! We wanted it to (literally) reflect you, just like your scent should. An emblem of iconic moments under glittering lights, where every glance and movement is magnified.