“A woody fragrance straight out of a guitar case, with powerful notes of cedar and powdery Iris notes. I will always remember the day I got my first guitar. I was 12 years old, It was a Gibson. I was struck by its smell, like a unique mix of wood, lacquer and metal… I think the perfume ELECTRIC WOOD was born that day.” Dr. Mike, founder of Room 1015.
Top: Nutmeg, Lemon, Sage
Middle: Cedar Wood, Oak Wood
Base: Ambroxan, Iris, Musk
HOW IT WEARS
Electric Wood opens with a lighting strike of bright citrus and spice, bolstered by the woody ambroxan. Shavings of oak and cedar then explode into the fore, iris and musk trailing in their wake. The dry down is an ambery, smooth, creamy and resinous scent – with a metal edge of course! Its lasting power is brilliant, around 8 hours or more on the skin.
We love how Electric Wood strikes a chord with every spray – it’s edgy, futuristic, and genderless. That said, it’s not too intense or overpowering – in fact, it has a kind of comforting quality to it. It captures really well that feeling of jamming with your friends and creating *that* sound for the first time – the one that gives everyone goosebumps.
ABOUT THE BRAND
Room 1015 is a fragrance line unlike any other. Founded by Michael Partouche a.k.a. Dr Mike (a doctor in pharmacology, turned guitar player then visionary) this brand is all about the connection between scent and music.
The name is dedicated to the hotel on Sunset Boulevard in L.A. called the Continental Hyatt House, but better known as the “Riot House”. In the 1970s, its rooms were graced by the likes of The Who, The Doors, The Rolling Stones and Led Zeppelin – who, like any self-respecting rock band did in the 70s, partied there until the walls shook. Keith Richards made Room 1015 famous (or infamous) by dropping a TV out of the window whilst his bandmate rode a motorcycle up and down the hallways.
So, the ethos of Room 1015 is all about trashing the hotel room of life. It’s about nostalgia for that period of freedom, sexual liberation, creative explosion, achievement of a “higher” consciousness (wink) and most importantly – rock ‘n’ roll.
Each Room 1015 fragrance is inspired by a pivotal moment in rock history – whether it’s the birth of British punk, the sex and drug revolution of the late 60s, The Beatles going to India for the first time, the groupies who lurked on Sunset in the 70s, or the scent of a tattoo parlour where your favourite band member got inked. Each scent has been designed to transport you there, and make you feel a part of it in the same way the music of that time does.
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