Friday, April 17, 2009

Hanami: New Perfume from Ayala Moriel

Hanami Brings Together Poetry, Photography & Perfume at Blunda’s Natural Botanical Perfume Exhibition No. 2, April 18th 2009

April 14th, Los Angeles, CA & Vancouver, BC. In a unique exhibition of perfumery, poetry and photography, Ayala Moriel Parfums releases her newest perfume Hanami. Inspired by a poem by Ezra Pound, Hanami is a sophisticated interpretation of flower viewing in an urban landscape.

It all started with a poem: In March 2008, perfumer Ayala Sender was invited along with 14 other leading perfumers in the niche perfume industry to interpret a haiku-like poem by Ezra Pound, “In A Station of the Metro” for a project titled “Perfume In A Poem” Memory & Desire blog. One year later, Ayala Moriel releases the perfume at Bluda Aromatics in Los Angeles, in the 2nd of their 8-part Natural Botanical Perfume Exhibitions.

“As I was reading the poem, I envisioned a perfume that is subtle and urbane: flowers and dusty dirt”, says Ayala. She drew on her olfactory experiences in the metro stations in New York and Montreal, and the cherry blossom boulevard in Burrard SkyTrain station, which is the heart of the Cherry Blossom Festival (Hanami) in Vancouver.

“The challenge was to create the feel of concrete, asphalt and metallic surroundings using natural aromatics only”, says Ms. Sender, who used Haitian vetiver, cabreuva oil, French Cassie and Oleander to create the feel of metal, wet wood and concrete. These serve as a backdrop for the cheerful lightweight floral notes of sakura, mimosa and magnolia, creating a perfume that is ever changing, ranging from “sweet floral notes in the sunshine to cool dampness of concrete and steel”.

The exhibition at Blunda allows guests to experience Hanami with all their senses: you will experience the perfume, enjoy perfumed tea and chocolate truffles made by the perfumer; and view original photography of cherry blossoms that inspired the perfume. At 2pm, the perfumer will present the different notes of Hanami and demonstrate how the perfume was conceived and constructed. The presentation will be followed by Q & A.

Persephenie Snyder, the curator of the exhibitions and founder of Blunda Aromatics in Los Angeles wanted to present natural perfumery as an art form. “Perfumery, like painting, gives you freedom to go in many different directions”, says Persephenie. “the natural botanical perfumers’ scented organ offers materials with diverse qualities (…) and a supreme authenticity and richness which needs to be understood in order to appropriately work with the materials”.. Persephenie will be hosting 7 other perfumers in the Blunda Natural Botanical Exhibitions. Each exhibition focuses on one perfume artist and their body of work, and allows for interaction with the perfumer and their aromatic creations in various mediums.

Natural Botanical Perfumery Exhibition #2: Hanami by Ayala Moriel

Saturday, April 18th, 1-5pm
Ayala Sender will speak at 2pm

Blunda Los Angeles
304 South Edinburgh Ave.
Los Angeles, CA, 90048
RSVP: (323) 658-7507 or email:

Following the exhibition, Hanami perfume will be available exclusively through Blunda and Ayala Moriel’s studio @ #314-1230 Haro Street in Vancouver, and the online boutique

For media inquiries contact:
Ayala Sender
(778) 863-0806

Ayala Sender, the Nose behind Ayala Moriel Parfums creates perfumes that are inspired by her deepest emotions and memories from her childhood landscapes of the Mediterranean. “My art stems from my love and longing for the Mediterranean natural and cultural landscape”, Ayala says, “It is strongly rooted in those ancient and colourful aromatic traditions”.

Born in Montreal and raised in Israel, Ms. Sender’s work is influenced by her eclectic background in fine art, music, philosophy, psychology and education. “Perfumery is my means for self expression, and where all my interest integrate into a beautiful whole” says Ayala. “My perfumes tell a story. They capture a moment in time, an emotion, a memory, and entice you into their world”. Combined with an intuitive understanding of each individual’s need for self expression through personalized fragrance, Ayala creates customized Signature Perfumes as well as ready-to-wear perfumes. “My perfumes have their own personality and evolve with time almost like real living people” tells Ayala. “When I make a perfume for a person, I help them to translate who they are into a beautiful perfume that is as complex and multi-faceted as they are”.

Blunda means “ to close one’s eyes“ in Swedish. Blunda Aromatics specializes in a wide range of Natural Botanical Perfumes, Essential Oil Pharmacopeia, Exotic Perfume Materials, Education, and Collectible Treasures. Blunda’s founder, Persephenie Synder, is a certified aromatherapist, perfumer and a visual artist. The studio offers classes and workshops in natural perfumery, aromatherapy, candle and incense making and more. The studio store offers select lines of renowned natural perfumers and rare essences from around the world.

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