No Scent Purfume - Choix

You can now buy a perfume that smells like ... er, nothing. The “perfume”, which has virtually no scent, is to go on sale at a London department store this week priced at STG40 per bottle.  The creation, by trendy label Dadadandy, contains 100ml of liquid made from an alcohol base which when sprayed has only a slight smell of alcohol that soon evaporates.

Called Choix, the non-perfume is part of a surrealist-themed event by department chain Selfridges & Co. Karen Wells, head of beauty at the store, notes: “Choix is a dressing table artwork, a collector’s item that will appeal to lovers of surrealism and objects d’art, and is an affordable way to buy a piece of Dadadandy’s work. “I think our customers will choose Choix, whether as a humorous statement or for a bit of non-scentical fun.”

The Selfridges event is running in tandem with an exhibition at London’s Victoria and Albert Museum and is designed to demonstrate the powerful impact the surreal movement has upon artists and designers. As part of the perfume’s release, a 5m inflatable eyeball will be suspended in front of the neoclassical facade at Selfridge’s Oxford Street store. An entire floor is also being turned into an outlet called This Is Not A Shop. The store will sell 1.5m-tall pencils alongside oversized lollipops made from popcorn, and till receipts will be printed with surrealist poetry.