On a winter evening in Copenhagen, where restraint and radical creativity coexist with quiet confidence, a select group of international press gathered for an experience that defied categorisation. Not a dinner, not a launch, and certainly not a conventional fragrance unveiling, but an immersive dialogue between scent, taste and thought.

Hosted within the walls of ‘The Alchemist’ , one of the world’s most provocative culinary destinations, the night unfolded under the creative direction of Renaud Salmon, Chief Creative Officer of Amouage. In collaboration with chef and co-owner Rasmus Munk, the evening became a meticulously orchestrated performance; each course, each moment, each pause designed to heighten the senses and challenge perception.

It was here, through a multi-sensory journey rooted in emotion and introspection, that Amouage revealed three new fragrances: Line 618, Sequence and Remain. Created respectively by Nathalie Lorson, Julien Rasquinet and Pierre Nygren, each scent emerged not as a standalone statement, but as part of a larger narrative one that speaks to time, transformation and the poetry of restraint.

In Copenhagen, a city known for redefining modern luxury through craft and intention, Amouage chose to whisper rather than announce. What followed was not simply the introduction of new fragrances, but a rare insight into the mind of the creative force behind them.

We sit down with Renaud Salmon to explore the thinking, emotion and instinct that shaped this remarkable moment.

Renaud Salmon; Chief Creative Officer of Amouage welcomes international press at ‘The Alchemist’ a unique Michelin Restaurant experience.

Luxury Endless: Let’s talk about last night. This was no traditional fragrance unveiling. What drew you to creating such an immersive culinary journey?

Renaud Salmon: I wanted to feel something. We’ve all attended countless dinners and launch events, and for me, it was important to create a moment where people weren’t just pleased, but challenged. I hoped guests would experience different emotions, feel unsettled at times, and come away having truly felt something. Personally, I really enjoyed being part of it rather than observing from the outside. It felt special to me.

Luxury Endless: You worked closely with chef and co-founder Rasmus Munk. How did that collaboration come together? The process felt intense, especially alongside the launch of three fragrances.

Renaud Salmon: The process was actually very similar to how I work with perfumers. I give full creative freedom, but within a clearly defined creative direction. My role is to set that initial framework, then allow space for exploration. The first step was choosing the right person and the right environment. That was essential. From the beginning, I told Rasmus: I want you to be you. I wasn’t coming to The Alchemist to dilute an experience he’s spent years refining. Even though it was a press event, I didn’t want him to feel the need to please.

Luxury Endless: You wanted him to fully do his thing.

Renaud Salmon: Exactly. ‘Just do you’ and then organically infuse touches of who we are at Amouage and what the fragrances represent. I didn’t want overt branding. The dishes are visual works of art; the last thing I wanted was an Amouage logo stamped onto something so meticulously crafted. I shared with him not just ingredient lists, but how the fragrances feel their texture, emotion, and composition. I don’t really believe in describing fragrance purely by ingredients. Saying something is 50% wool and 50% cotton doesn’t tell you how a garment looks or feels. What matters is texture, colour, cut, and vibration. That’s why when I speak about fragrance, I focus on its colour, its patina, its energy. That says far more than a technical breakdown.

Luxury Endless: Turning to the fragrances; Line 618, Sequence and Remain. The names and scents are very diverse. Why launch all three at once?

Renaud Salmon: Names usually come at the end of the creative process. They need to be simple, abstract, and leave room for interpretation. They also need to be unpredictable. If I become formulaic, then my role as creative director loses its purpose. My job is to create surprise. As for launching three fragrances it wasn’t planned. It was simply the result of what successfully reached the end of the creative process. These were the compositions that felt complete and ready to exist in the world.

Luxury Endless: You were working with three different perfumers around the same time. How do you manage that creatively?

Renaud Salmon: I’m constantly working on around 20 fragrances at the same time. It sounds like a lot, but it actually allows me to give each fragrance the time it needs. Perfumery takes time. This approach also removes pressure. When you rush to finish something because expectations are building, that’s usually when mistakes happen. I might work on a fragrance for four or five years sometimes longer. I live with them, step away, return, refine. Each fragrance is like an open work, almost a collage, slowly maturing in my studio. When they reach completion, which is always difficult to define; I then consider whether they belong together as part of a broader narrative, or whether they need to stand alone.

Luxury Endless: At what point do you decide: this is it, this is Amouage?

Renaud Salmon: When the next iteration becomes less interesting than the previous one. You push an idea until it starts losing something and that’s when you realise you’ve passed the peak. Then you return to the version that held the strongest essence.

Luxury Endless: You previously created Reception as an exclusive fragrance. Did that experience influence these new creations?

Renaud Salmon: Absolutely. Reception was created exclusively for Harrods and was a beautiful creative journey. Initially, I was hesitant about exclusives, but once I explored Harrods’ archives and the story of hospitality, it felt genuine. I worked on Reception with Pierre Negrin, who also created Remain. Through that process, he truly understood the impact of aging, structure, and complexity within Amouage fragrances. Remain carries a certain fullness and reflection that echoes Reception, but it takes it into a completely different territory spicier, more ambery, with a strong woody presence. It’s a natural evolution of that creative dialogue.

Luxury Endless: How has the concept of luxury perfume evolved throughout your career?

Renaud Salmon: One or two decades ago, luxury perfume often meant something expensive, worn by celebrities, with a polished narrative of exclusivity.

Today, luxury is about uniqueness fragrances that have characteristics you can’t find elsewhere. It’s about craft, fragility, authenticity, and a sense that the creation wasn’t calculated. It’s less about celebrity and glamour, and more about a genuine love for perfumery. Luxury has moved towards the personal and the boutique, where you can feel the humanity behind it. Transparency hasn’t destroyed the mystique of luxury it’s simply shifted it. Showing your craft openly can be just as powerful, because people are left wondering how something so exceptional is possible.

Luxury Endless: Finally, after an experience like last night, what did you want guests to take away beyond the memory of a scent or a launch?

Renaud Salmon: I wanted people to feel something that wasn’t superficial. Even to feel slightly uncomfortable. That may sound strange for a press event, but discomfort can provoke thought.

I wanted guests to feel their time in Copenhagen mattered that it made them think. Some dishes questioned cocoa sourcing, hunger, privilege. I found myself reflecting on what it means to be there, enjoying this experience, while knowing others don’t have the same access.

That’s what I admire about Rasmus’ work his restaurant is a spark for something much bigger. It raises awareness, educates, and reflects deep research and conviction around sustainability and accessibility. In a way, that resonates with what I hope to do at Amouage. Not everyone can access our fragrances, but I hope they ask the right questions of the industry and help keep perfumery meaningful, desirable, and alive with mystery and beauty.