The Smell of the Rockefeller Center

You just can’t help but wonder if you’re in New York when King Lewis Belle comes out on a tricycle to help you get from the subway to Rockefeller Center. It looks like that…

The Smell of the Rockefeller Center

You just can’t help but wonder if you’re in New York when King Lewis Belle comes out on a tricycle to help you get from the subway to Rockefeller Center. It looks like that could be the definition of awkward; but these are not ugly people. King Lewis, a Perfume Man and the embodiment of the 70s dressing room, is the host of The Smell of the Rockefeller Center. While being ferried down an escalator, the fresh-faced back-to-back graduates of Vogue Makeup School exchange their merits for his toupee and go-to way of thinking. Was he a voracious reader or someone trying to re-create the evening breezes of New Jersey on the Big Apple’s north side? He could take a spray of this perfume for £14.95 and shower it on your face.

Watch the full video here, directed by Karen Finn

We’d been expecting the Smell of the Rockefeller Center from its promotional shots, where groovy old fellows in blazers and boots do amazing things that can be only done in New York. Who is the Queen of the jungle, after all? There are so many different styles of fragrance on show here – these guys have something for everyone from equal measures of darkness and light. The masterpieces which won the men a lifetime supply of their own bygone era scent are the OG’s: Lewis wrote the book on cologne and the serum exfoliating modern markets, but his latest project could have been created by Madonna – flowers, lips and dewy colors clash in a crisp polka dot teal. On the other hand, the latter emits exotic scents: these guys can pair the hip-hop cult of the ’70s with a L’Oreal Le Kabyre Boudoir scent with its violet and grapefruit.

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He seems reluctant to deal with the question that came up when he was first introduced to the audience: “What is it?” Indeed, the word itself, oddly enough, doesn’t roll off the tongue. And what does the city smell like? Well, you could say it’s both hazy and slightly fragrant. It’s a mix of cashmere and artificial flowers, sweat and snot, brite-pink siting and spilled beaks. This generation will feel the power of a simple spray as compared to the power of a powder whisk when it comes to the schmaltz.

Read John Warrillow’s research on the scent of New York here.

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