Gerrick Hii The fragrance is not the product This month, Belle Aire Creations opened BAC Studio, a space where fine fragrance is developed side by side with naming, packaging, visual identity and brand storytelling. Its chief operating officer e... Sep 27, 2026
Gerrick Hii Why we are building Atlas Creative perfumery has always been a closed room. A handful of global fragrance houses hold most of the world's perfumers, and their creative teams tend to work with brands that arrive with large budg... Sep 21, 2026
Gerrick Hii Mapping smell: vector embeddings in perfumery Colour has coordinates. Any shade you can see can be written as a position in a colour space, and two colours that look alike sit close together in it. Smell has never had that. We describe it with wo... Sep 21, 2026