El Morocco: From Iconic Nightclub to Fragrance House
Once upon a time, the El Morocco was the epitome of sophistication and glamour in New York City, serving as a haven for the elite and fashionable on Saturday nights. Established in 1931 as a speakeasy on East 54th Street, this legendary locale was a cornerstone of the Cafe Society movement until the late 1950s. It was a period characterized by elegant cocktails, trendy cigarette holders, and the art of engaging in whispered conversations that held the latest gossip. However, like all great things, the El Morocco eventually closed its doors. Yet, in a captivating turn of events, the essence of El Morocco is making a triumphant return, reimagined as a fine fragrance house that promises to enchant connoisseurs of elegance and style everywhere. To mark this exciting revival, we bring you an exclusive first look at a stylish short film celebrating the launch of these exquisite scents.
The Inspiration Behind El Morocco Perfumery
This remarkable resurrection is the brainchild of a dynamic husband-and-wife duo, Lillian Shalom and Isaac Lekach, who head the Flower Shop Perfumes Co. Their shared passion for the Golden Age of cinema led them to notice a recurring motif in films: a seductive nightclub adorned with zebra prints, frequented by a suave clientele dripping in retro chic. Their curiosity piqued, they delved into the storied history of El Morocco, amassing an impressive collection of memorabilia that encapsulated the spirit of this iconic venue. It soon became clear to them that El Morocco was not merely a nightclub; it represented a lifestyle that could be modernized through the art of fragrance.
Thus, the El Morocco Perfumery was born, offering a collection of scents that embody the nightclub's vibrant spirit. Recognizing that every celebration is unique, the launch features five distinct fragrances, each meticulously crafted by renowned perfumers to authentically narrate the essence of El Morocco. Top talents in the perfume industry, including master perfumer Rodrigo Flores-Roux and his colleagues Yann Vasnier, Alexis Grugeon, Celine Barel, and Laurent Le Guernec, were enlisted to create these olfactory masterpieces. Each fragrance draws inspiration from historical elements associated with the legendary nightclub, from the popular songs that defined the era to its original address.
The collection features aromas that evoke a sense of nostalgia and allure: '154' pays homage to the nightclub's address with a rich blend of musky notes, cedarwood, and incense; 'Gala' is a tribute to Salvador Dali's wife, boasting Moroccan orange blossom, saffron, and honey; 'LuLu’s Back in Town' envelops you in mystique with Moroccan mint, tea leaves, and amber; 'Highball' honors the bon vivant writer Lucius Beebe, encapsulating his spirit with notes of peach, leather, and oakmoss; finally, 'Two Cigarettes in the Dark' offers a romantic mix of cypress and vetiver, evoking the secretive nature of clandestine love affairs.
For those eager to experience the complete El Morocco journey, these scents are exclusively available as a five-piece Discover Set, featuring 2 ml vials of each fragrance elegantly presented in a sleek silver cigarette case — a fitting tribute to the nightclub's glamorous past.
To launch this exquisite collection, the brand collaborated with photographer Daniel Sachon to capture the Cafe Society vibe, featuring models Zizi Donohoe, Leona Wong, and the band La Lom. Take a nostalgic stroll down memory lane while stepping boldly into the future of El Morocco! Don’t miss the opportunity to watch the short film that encapsulates this magnificent revival:
As reported by graziamagazine.com.
