COMMERCIAL
DaDONG
New York
2018
PROGRAM
The most influential and famous Chinese Restauranteur, DaDong, asked BFNY to develop a custom scent for the lobby of their namesake, flagship New York location in Bryant Park. The restaurant was designed on three levels, with the first level a reception lobby leading to the dining and lounge floors above. Atypical from traditional restaurant design, the restaurant itself is removed from the entry foyer, so it was important for DaDong to provide a sensory introduction to the restaurant above.
CONCEPT
We embarked on a mission to develop an aroma that both, spoke to the heart of one of the richest and most diverse culinary heritages in the world, but also celebrated the social and processional experience of preparing for a meal. The limited visual and sensory stimuli found in the entry foyer made it imperative that there be some sensory connection to the energetic and vibrant experience to come on the floors above. With notions of vibrancy and energy, we focused our material palette on familiar herbs and spices, such as thyme and a soothing oolong tea accord . We rounded out the aroma with the scent of toasted sesame, pepper and white florals.
RESULT
We produced an aroma suffused with rich, smoky, leathery notes amplified by wisps of spiced pipe tobacco and ripened, honeyed apricot. Finished with the warm sensation of a wood burning fireplace, to match the decor, it precisely captured the magnificence redolent of the era of New York society's "Four Hundred," led by the Astors, Burdens and Vanderbilts.
SCENT PROFILE - HERBAL SPICE
Bergamot, Thyme, Cardamom, Oolong Tea Accord, Jasmine, Patchouli, Blond Woods, Black Pepper.
TEAM
Creative Direction: Tony Perez
Perfumer: Tony Perez
Diffusion method: Standalone unit
Architect: George Wong Design
Client: DaDong NYC
METRICS
People felt more connected to the space and the experience by adding scent to the entry foyer. It helped anticipate the dining experience to come as guests transitioned from lobby to restaurant.