In early November 2023, Paris-based perfumer House of Creed celebrated the Australian launch of its newest luxury fragrance, Carmina, with a cocktail party for press, tastemakers and friends of the brand at Beta in the heart of Sydney’s CBD. 

Special guests were welcomed into a magenta-saturated space inspired by Carmina’s distinctive packaging, before being led through a captivating maze of styled rooms, each scented with notes of Carmina.

The journey culminated with a dancefloor – surrounded by dynamic projections of Carmina campaign imagery – where DJ Richy Penny took centrestage alongside vocalist Lucy Lucy. 

During the evening, guests were greeted by Agence de Parfum senior brand manager, Camille Riboux, before being introduced to Steven Bywater, head of Creed for Asia-Pacific, who kindly gifted each attendee a full-size bottle of Carmina.

Photography: Shayben Moussa