Francoise Rapp
Interview
Hello Françoise, thank you for taking the time to speak with us. Your expertise in home fragrance is intriguing and inspiring. We would like to explore how you transform spaces into unique olfactory universes.
What led you to explore ambient perfumery, and how does it differ from personal perfumery?
Home fragrance came into my life almost by chance, but it was a revelation. It all started with a collaboration for the brand Flowering Pharmacy, where I had the opportunity to create two 100% natural fragrances for the organization Music Cares and for Ashley Campbell. This experience made me realize how much fragrance can transform a space, making it not only welcoming, but also deeply emotional.
Unlike personal perfumery, where fragrance speaks to an individual and expresses an identity, ambient perfumery has a collective dimension: it tells a universal story and invites an entire environment to resonate with an emotional note. Furthermore, being deeply rooted in a holistic world and committed to the benefits of fragrance for well-being, this approach seemed obvious to me.
Also practicing Feng Shui for my own enjoyment, I saw in ambient fragrance a way to restore the prestige of this type of olfactory creation. Used in this way, fragrance harmonizes energies, helps reconnect with oneself, and brings an essential dimension to the spirit of a place. It transforms a simple space into a truly sensory and emotional experience.
What memories or inspirations made you want to create olfactory atmospheres for spaces?
My inspirations come both from my childhood memories and from my travels, which have profoundly marked me. They are places, moments, that invite us to become rooted in a culture or environment, and that awaken both inner and imaginative journeys.
As a child, it was the walks in the woods with my father, in the wild countryside of the Auvergne region, that left the deepest impression on me. The woody scents, the aromas of moss and damp leaves, transported me to a dreamlike world. For me, these scents evoke the spirits of the forest and that intimate connection with the child's imagination. Scent, in its evocative power, has this unique ability to lift the veil between worlds, to transcend time and space.
My travels, meanwhile, have intensified this fascination with olfactory atmospheres. India, in particular, profoundly affected me with the richness of its sensory contrasts, for better and sometimes for worse. I cherish the memory of an unforgettable experience in a hotel space at the Taj Mahal, where the elegance of jasmine sambac captivates guests upon arrival. This memory was a revelation for me: ambient fragrance is not simply an accessory; it is a true signature, an essential element for enhancing a space and leaving a lasting impression.
Zanzibar and its spices, Cairo and its scents of history, or even the idea of the mineral perfume of Iceland that I would love to discover… Each of these places nourishes my imagination and inspires my olfactory creations.
For me, perfume nourishes the freedom of the soul and its secret (real or imagined) worlds. It is, in a way, the key that unlocks all of that, a means of revealing and exploring hidden universes while remaining grounded in the present.
In your opinion, what does an ambient fragrance bring to our daily lives?
Everything. For me, it's essential and a true daily companion. A room fragrance has the power to transform a space into a living area where you feel in harmony with yourself and others. It can help you rediscover your vitality and zest for life, while fostering a profound reconnection with yourself.
Using a room fragrance is also about taking control of your environment. You choose the atmosphere you want to create: soothing, stimulating, inspiring. This allows you not only to better refocus, but also to open yourself to others with greater serenity and presence. It's a simple yet powerful way to enhance your everyday life.
When designing a room fragrance, how do you choose the notes to convey an emotion or create an atmosphere?
There are olfactory families and notes that evoke emotions quite obviously: citrus for vitality, woods for grounding, florals for sweetness or elegance. But beyond this obvious connection, another dimension comes into play, where technique combines with artistry. Certain molecules act directly on neurotransmitters, thus creating specific sensations such as calmness, concentration, or energy, and much more.
For me, the olfactory concept emerges naturally, through an almost instantaneous intuition and inspiration upon reading the project brief, as if I were translating the request into scents. This "supra-mental" synthesis relies on my profound mastery of the raw materials in my organ. With this intuitive and precise knowledge, I can create accords that faithfully convey the desired emotion or atmosphere. My process begins with a clear vision, and I then build upon this intention, combining materials and accords to create a unique and memorable olfactory experience.
Do you work more for private individuals or professional spaces (hotels, spas, shops)?
I primarily collaborate with emerging international brands seeking true olfactory differentiation. These brands are often looking for clean and/or natural fragrances with a holistic dimension that reflects their values and identity. My work involves creating unique olfactory signatures that not only enhance their world but also provide a sensory experience deeply connected to well-being and emotion. Whether for hotels, spas, boutiques, or other professional spaces, my goal is always to design fragrances that leave a lasting impression and resonate with the senses.
Smell is linked to memory. How do you play on this connection to design perfumes that leave a lasting impression or soothe the senses?
My training is as a holistic therapist, and I was fortunate to be trained by internationally renowned mentors like Deepak Chopra when I lived in California. I have been working with natural essences and their olfactory power on the psyche for almost 30 years.
Certain essential oils have a calming effect, such as those rich in linalool, which promote a state of calm and relaxation. Each molecule possesses a subtle and profound influence on our memories and well-being. The sense of smell, as a sense directly connected to the limbic system, acts as a gateway to our deepest memories and emotions.
For me, creating a fragrance that makes a lasting impression or soothes requires a deep understanding of essences and their effects, going beyond purely technical aspects. It's a holistic approach where intuition, knowledge of raw materials, and an understanding of emotional mechanisms combine to create an olfactory experience that resonates profoundly with the wearer. Each creation then becomes an emotional and sensory journey.
Do you have an anecdote where one of your room fragrances transformed the energy of a place or the experience of its occupants?
Yes, I have a particular anecdote that perfectly illustrates the power of room fragrances. A friend, the owner of a tea room, asked me to create a scent for her space to instill a warm and welcoming atmosphere. I envisioned an Earl Grey green tea fragrance, with a fresh yet subtly sensual touch that evokes both delicacy and refinement.
The results exceeded our expectations. My friend told me how much the atmosphere of her tea room had changed: customers felt more comfortable, and the space had become more welcoming. This fragrance not only fostered customer loyalty but also transformed the experience by creating a real sense of community between the customers and my friend. What was once a simple tea room became a unique meeting place, where people come as much for the ambiance as for the tea.
This experience perfectly illustrates how a room fragrance can transcend a space and transform it into an emotional destination.
Expectations are changing: do you sense a growing demand for natural and eco-friendly home fragrances? How does this influence your choices?
The trend for natural and eco-friendly home fragrances continues to grow, but what I'm noticing most is the rise of "clean" fragrances—free of controversial substances—and the growing interest in aromacology. Mental health is a central issue that will increasingly dominate the market, and home fragrances, whether functional or emotional, have a key role to play in our society, both now and in the future.
I also see a democratization of these perfumes, which are no longer reserved for luxurious environments like hotels or spas. They are now finding their place in various spaces such as medical waiting rooms and nursing homes.
As for me, this evolution has little influence on my choices, as I have worked with this ethos for a long time. However, I have noticed that the notion of "clean" tends to replace that of "natural" in consumer expectations. Consumers are now looking for "useful" perfumes, capable of evoking emotions and promoting well-being. There is a trend towards perfumes that touch the soul, profound and meaningful creations, capable of accompanying individuals in their daily lives. This evolution reinforces my approach, as my creations have always been designed to combine ethics, emotion, and a positive impact on well-being.
What do you think the home fragrance industry of tomorrow will look like?
I see it developing and regaining its prestige. Home fragrance will become essential, playing an increasingly important role in our society. It will no longer be simply a decorative or comfort element, but a true tool for well-being, emotion, and even immersive sensory experiences.
I envision a perfumery that blends tradition and cutting-edge technology, where expertise in natural raw materials is combined with connected and innovative technologies. The spaces could offer immersive 5D olfactory experiences, where fragrance interacts with light, sound, and other stimuli to create a completely personalized and multisensory atmosphere.
The home fragrance of tomorrow will exist in a context where every detail counts, and where scent plays a key role in the harmony of spaces, whether private or public. It's a fascinating evolution, and I'm eager to contribute to it with my vision and expertise.