Tour de Fragrance: Creed’s Absolu Aventus Lands in NYC
At the point where Manhattan’s Madison Avenue and East 67th Street relate, the usual early evening turmoil ensues like clockwork. Few things could divert these archetypical New Yorkers from reaching their desired destination. One of those shortlisted “very few things” has now grown to include Creed’s “Absolu Aventus Experience”—an ornate olfactory exploit too tantalizing to ignore.
Beginning at the storied perfumery’s New York boutique, the bespoke pop-up experience lured fragrance enthusiasts into Creed’s aromatic arena, reintroducing those captivated to the irreplicable aura of Absolu Aventus.
Emanating remnants of the sumptuous scent from one of the oldest modern fragrance houses, the first-of-its-kind mobile sampling station quickly saw a line form before its service window. Interspersed with special guests and unsuspecting passersby, attendees (im)patiently waited for even just a dash of Absolu to excite their senses. Thankfully, everyone was supplied with more than a quick whiff. Outfitted with decorations and displays designed to match the bottle’s shadowy lacquer and highlight specific notes from the fragrance profile, the veritable vehicle was only the beginning of Creed’s seductive exhibition.
But why, you may ask, would everyone interrupt the city’s methodical flow over a simple smell? We found our answers inside Creed’s artfully manicured flagship. To go along with the opulent truck display, VIPs and friends of the fragrance maison were invited to immerse themselves in the world of Absolu Aventus. Champagne flutes clasped in hands, a slew of personalities—from viral menswear influencers to eccentric editors—were given an impromptu recounting of Creed lore and how the returning admission to its catalog came to be.
The story essentially goes like this: Founded in 1760, the same year King George III ascended to the throne (no, seriously), Creed began the journey to become a historic name in the realm of fragrance. Fast forward a few generations, a couple of hundred years (260 to be exact), and several iconic scents later, Creed has become just that: a formidable force in its own right. Now, with the 15th anniversary of the cherished offering, Aventus, on the horizon, Creed thought it fitting to give one of its favorites a modern remix.
First produced in 2023, Absolu Aventus is a limited-edition refreshed take on a Creed classic. A unique fragrance for its time, Aventus took the market by storm, becoming one of the first to incorporate pineapple into its palette. Building upon its innovative predecessor, Absolu, the edgy younger sibling of the Aventus family, finally reappears thanks to clamoring demand from Eau de diehards. Providing a complex twist on a tried-and-true classic, Absolu pays homage to the original in a creative and sophisticated manner, staking its claim in the coveted Creed catalog.
When sampling the fragrance inside the store, guests were greeted by the top notes of lemon, bergamot, and newly added grapefruit, which serve as a confident welcome to the aroma. Fading into the body are remnants of the pineapple essence synonymous with this specific fragrance lineage, encased by hints of cardamom and patchouli. Drying down, the elements of Haitian vetiver, musk, and oakmoss, among others, comprise its base, offering a fitting end to an inimitable scent.
That said, this stuff smells like a million bucks–well, $565 bucks, if we are being precise.
As all the cologne connoisseurs finished congregating within the boutique—sipping and sniffing to their heart’s content—each was given a specialty wristband doused in Absolu that acted as their symbolic golden ticket. Returning to the truck parked near the Creed facade, a lush bag full of gifts appeared before them, one that included a sought-after sample of Absolu Aventus, a Creed brand book, and chocolate-covered pineapples (a sugary signal to its differentiating scent detail). Quite the warranted reason to disrupt typical New York hustle, right?
Following the “Absolu Aventus Experience” pilot on October 10, Creed hit the streets to sample and spread word about the limited-edition scent. With busy stops in Williamsburg and Soho on October 11 and 12, the luxury fragrance house ensconced the city, which, unsurprisingly, garnered a hoard of entranced acolytes from every borough. Converting the uninitiated into allegiant Absolu Aventus admirers vying for their chance at a bottle, Creed set the stage for the triumphant reinstatement of its latest crown jewel. A fitting return to the fragrance zeitgeist—while it’s still around, that is.
Shop Creed’s limited-edition Absolu Aventus here.
