Embracing the ideals of counterculture, Michael Partouche, a.k.a. ‘Dr. Mike’ – a musician at heart, a pharmacist by training – chose perfume as his medium of expression. From these two worlds, which are polar opposites, Room 1015 was born. The fragrance becomes a symbol of rebellion, a banner inspired by musical movements, philosophies and alternative spiritualities. While counterculture certainly has its own language, literature and sound, Room 1015 (the infamous Californian hotel room most scarred by the history of Rock ’n’ Roll) now gives it a scent, with nostalgic undertones, imbued with total freedom. An olfactory manifesto oscillating between the punk movement, artificial paradises, the sexual revolution and transcendental meditation.
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Room 1015 will be hosting a pop-up shop from 9 to 11 April at 45 Rue Vivienne, near the Palais Brongniart.