Interviews
Blind Scent Session with Bon Iver
An exploration of memory through scent.
We recently had the pleasure of working with Justin Vernon known to many as
Bon Iver, on the development of a custom scent to tie in with the release of his latest album SABLE, fABLE, the first full-length album since 2019.
Bon Iver, on the development of a custom scent to tie in with the release of his latest album SABLE, fABLE, the first full-length album since 2019.
There is a natural synergy between scent and sound. Owing to the ability both senses have to conjure memories and emotions, it is one we have long explored with a range of artists.
Diving deep into the world of fragrance with Justin, we explored memories and emotions of his entire career in a way that would lead to a bespoke fragrance that embodies the story of the new album and the journey to its release.
As always this project kicked off with a blind scent session, hosted in our Soho flagship, just off Regent Street. The experience that left us feeling inspired and energised by the potential of creating a unique scent to elevate everyday moments, naturally best enjoyed whilst enjoying the new album.
Diving deep into the world of fragrance with Justin, we explored memories and emotions of his entire career in a way that would lead to a bespoke fragrance that embodies the story of the new album and the journey to its release.
As always this project kicked off with a blind scent session, hosted in our Soho flagship, just off Regent Street. The experience that left us feeling inspired and energised by the potential of creating a unique scent to elevate everyday moments, naturally best enjoyed whilst enjoying the new album.
In advance of the meeting Justin shared his thoughts about the direction he wanted the scent to take: an environment mood spray and/or candle. Something for the home and something for the soul. After a brief introduction to our process, we dove straight into the tools that would guide us through this olfactory experience, Top, Middle and Base notes, along with the Scent Wheel, which divides scents into categories like Fresh, Floral, Spicy, Woody, and Gourmand.
With the groundwork laid, we got stuck in.
Top Notes: Fresh, Green, and Invigorating
We kicked things off with fresh top notes, and it quickly became clear that citrus was going to play an important role in the scent. Mandarin, Orange, and Grapefruit made their rounds, each with its own distinct personality.
But it was Verbena that really captured Justin’s imagination. Fresh, green, and slightly herbal, it gave him that "camping in the woods" feeling, it was one of those unexpected sensory delights that sparked an emotive response.
But it was Verbena that really captured Justin’s imagination. Fresh, green, and slightly herbal, it gave him that "camping in the woods" feeling, it was one of those unexpected sensory delights that sparked an emotive response.
Alongside Verbena, Neroli (a soft, floral note) stood out as a favourite. Combining them sparked an interesting mix, almost a bright feeling that work well as a mood mist.
fABLE is all lush vibrance.
Compared to the sparse minimalism of its three-song table setter, fABLE is all lush vibrance. Radiant, ornate pop music gleams around Vernon’s voice as he focuses on a new and beautiful era. On every song, his eyes are locked with one specific person. It’s love, which means there’s an intense clarity, focus and honesty within fABLE.
Middle Notes: Floral and Herbal Adventures
The middle notes, or heart notes, took us down an intriguing herbal and floral path. Geranium, with its green, slightly peppery aroma, was a standout. It’s that perfect balance of floral, fresh, and grounded. The notes instantly reminded Justin and his team of a favourite pizza joint - Rocky’s. It felt like home.
We also played with Lavender, Camomile, and Juniper Berry, but in this case, Geranium and Juniper Berry were the true star. When paired together, they created a warm, earthy, yet uplifting feel that felt just right. Almost as is the end products reflected the feeling you get whilst listening to the new tracks.
Even when you’ve reached a new chapter, you’ll still find yourself back in your own foundational muck. A fable isn’t a fairy tale. There’s good stuff: unbridled joy and trips to Spain. But fables aren’t hinged on happy endings; they’re here to instil a lesson.
Base Notes: Deep, Grounded, and Earthy
Then, we moved into the base notes this is where things really got exciting. These notes are the backbone of any scent, and for us as a brand, they are what make a fragrance truly come to life. Cedarwood (Virginia, Atlas, and Texas) was the one he had “been waiting for”, and it didn’t disappoint. Cedarwood Atlas was particularly favoured, a deep, woodsy note that spoke of quiet forest walks and warmth. We knew this one would be perfect for a candle, adding depth and richness.
Sandalwood and Woodsmoke also emerged as favourites. Woody and grounding as well as fresh and aromatic, it brought the sense of nature to the scent composition.
Creating the Perfect Combos
After exploring individual notes, it was time for us to go away and to start blending in our studio.
We blended Neroli, Cedarwood, Woodsmoke, Juniper Berry, Verbena, Geranium and Sandalwood. The result was fresh and green, with just enough woody depth to feel grounded but not overwhelming.
For the mood mist it felt light enough to spritz on yourself and clothes throughout the day or to quickly lift the mood in a room.
The candle became grounding, woody and smoky, with Sandalwood and Woodsmoke combining to make the perfect home fragrance, warm, welcoming and familiar.
Having continuity in the scents across the mood mist and the candle meant we ended up with a strong aroma that could be lit for moments of calm or carried with you for mood uplifts on the go.
We blended Neroli, Cedarwood, Woodsmoke, Juniper Berry, Verbena, Geranium and Sandalwood. The result was fresh and green, with just enough woody depth to feel grounded but not overwhelming.
For the mood mist it felt light enough to spritz on yourself and clothes throughout the day or to quickly lift the mood in a room.
The candle became grounding, woody and smoky, with Sandalwood and Woodsmoke combining to make the perfect home fragrance, warm, welcoming and familiar.
Having continuity in the scents across the mood mist and the candle meant we ended up with a strong aroma that could be lit for moments of calm or carried with you for mood uplifts on the go.
“We wanted to make a scent that goes along with fABLE and the spring time of life. Niko and Paul were incredibly gracious and curious while guiding us to finding the right combinations to make something super memorable.
It's not fABLE by Dior, it's fABLE by Bon”
It’s the balance of versatility and depth that makes scent such a powerful tool for both personal expression and environmental impact, and as always we are impressed by how different the end blend can be when just switching out a single note.
In the end, it wasn’t just about creating a new fragrance; it was about exploring how different notes can evoke emotion, memory, and a sense of place. We’re excited to see where this journey leads Bon Iver and can’t wait to share the results of this collaboration as the end product which is available exclusively via Bon Iver’s channels and via our site and stores.
Shop the Collaboration
Join us for an immersive scent and sound experience. Visit us in our Redchurch Street and be the first to experience and get your hands on the new scent collection, available exclusively in-store and online, and enjoy the album in full throughout release day.