PARK AVENUE SOUTH
For Spring ’15, Bond No. 9 does Park Avenue South—the once iffy fringe thoroughfare that’s morphed into New York’s latest happening turf
Park Avenue South, the fresh, flirtatious scent of New York’s chic new hotspot Tweet
In recent decades a forgotten stretch between Midtown and the start of Downtown (a/k/a Union Square), this expansive boulevard is today a frenzied real estate scene, an enclave of creative businesses (modeling agencies, PR firms, ad agencies, publishing houses), happening big-box restaurants (Barbounia, Asellina, and Dos Caminos, to name three), chic hotels (W New York, the Gansevoort Park with its own rooftop bar cum swimming pool, etc.) and converted condos occupied by hip young careerists who fill the see-and-be-seen street scene through the day and well into the night with casual-chic style.
Park Avenue South, the fragrance, with seeming effortlessness, captures the neighborhood’s fresh, flirtatious, assured, insouciant spirit. A dynamic, energizing contemporary floral, it contains less than a handful of superbly blended iconic and unexpected notes that unerringly conspire to create the perfect springtime mélange. For starters, there’s crisp and fresh green apple with a sassy tang, which, effortlessly segues into a floral heart of spirited yet so-seductive jasmine spiked with luscious peach. Then come provocative musk and dry-warm-earthy amber, the reliable base notes that ground the scent with a lingering depth.
The pristine white bottle displays all this happy, high-energy diffusion with a wham-bam display of contemporary oversized random polka dots—most of them black, with one bright red dissenter, along with the Bond No. 9 circular logo at the lower right. Seductive simplicity is artfully served.
On counter: March 21, 2015 and will be sold at Bond No. 9 New York Boutiques, Saks Fifth Avenue nationwide, select Nordstrom stores, Harrods UK, and www.bondno9.com.
Price: 100ml, $295; 50ml, $200