Fragrance brand ARMAF hosted the second edition of The Timeless Collective at Atlantis The Palm, bringing together creators, media personalities, and industry partners for an evening focused on fragrance experiences and entertainment.
Held at Wavehouse, the event welcomed more than 250 guests and featured interactive zones inspired by some of the company’s fragrance collections.
Fragrance experiences
The event introduced five themed zones designed around different fragrance moods and personalities. Each area included live performances, music, gaming activities, and social media-focused experiences.
One of the key attractions was the Spartacus zone, inspired by ARMAF Spartacus, which focused on themes of confidence and nightlife culture.
Other sections included the Let’s Move Salsa and Let’s Move Tango zones, both designed to reflect different fragrance styles through music and interactive experiences.
Guests also explored the Odyssey Litchi Lush and Odyssey Pink Pop spaces, which highlighted youthful and pop culture-inspired themes.
Armaf’s Odyssey Soda Pop
A major part of the evening was the private unveiling of Odyssey Soda Pop, ARMAF’s latest fragrance concept inspired by retro memories and nostalgic themes.
The launch drew attention from creators and media attendees during the event.
“We just want people to have fun in memories. To keep the joy they have always felt alive. That’s what fragrance should do, we just tried to embody it here,” said Nayana Tharoor, the global head of marketing.
Creator platform
According to the company, The Timeless Collective was created as a global platform focused on fragrance, culture, and creator communities.
The event also featured live music performances, dance acts, dining experiences, and creator-led content sessions throughout the evening. ARMAF currently operates in more than 140 countries.
tanvir@dubainewsweek.com
