MEMO PARIS New MARFA Eau de Parfum launch

In the wake of Les Echappées, Cuirs Nomades and Graines Voyageuses, Memo now presents its Art Land collection. Taking its point of departure not from the beauty or mystery of a destination or an ingredient, but from the aura of an artistic practice tied to the land, nature and its resonance, the world of Memo continues to unfold. It will always be a question of place and the promise it brings, the magic it holds, as the culmination or beginning. But the intention is more aesthetic: Memo follows in the footsteps of man the maker, the one who not only contemplates the perfect natural balance of a space, but also shapes and changes it through his artistry. Nature is his heroine, his playing field, his mode of expression, his ultimate refuge, which he transforms into an artwork, a cultural object. These places that have dwelled in the imaginations of artists now serve as Memo's inspiration: the Art Land family of fragrances pays tribute to these territories reinvested and replayed by man's capacity for creation alone.

Art Land. An artistic movement that emerged in the United States in the late sixties and turns a landscape into an open-air museum. A white canvas in a sky blue frame. A promised land for all the visions of humankind. The sheer magnitude of American sites and their almost supernatural topography are conducive to a thriving art form at one with the environment. It seemed only natural then for the first fragrance in the Art Land collection to bear the name Marfa, a town in the heart of the Texan desert that has fascinated artists for over thirty years. Wherever they go, masters of Art Land confront the intensity of a natural space, tackle its majesty and implacability head on, with a good dose of patience and a touch of folly. Herculean task or the tireless, methodical work of ants. Moving rocks, digging endless holes, weaving pistils, twisting the wind, bundling up the forests, braving the lakes, erecting new totem poles: each, in their own extremely monumental or meticulous way, subject a piece of the world to their will, add a touch of dreams and daring, through deafening plays of scale in which the human is but a humble guest.

A path is drawn from land artist to perfumer: paved with the same flowers, plants, fruits, roots, grasses, grains, spices, the same possibilities within reach... Start by observing what the land has to offer, choose from its palette, and compose. The perfumer takes the very same approach. Such is the art of formulation, transcending what nature provides.

Nature experiences cycles, seasons, changes, disruptions. Art Land follows its movements, some pieces will also show the effects of time: wood structures fall into ruin, interlocking rocks erode and grow moss-covered, plant sculptures wilt and wither... Ephemeral by principle, by respect, by obligation. Most often captured on film to leave a trace.

Fragrance is also a fleeting creation, one that disappears in a trail but remains an everlasting memory in the mind. Memo endlessly follows it, revives it, and the Art Land collection gives thanks to the genius of humans, here and now, and to the furtive beauty of their actions.