Bond No. 9's springtime scents are always about new beginnings. But our dewy fresh spring 2014 eau de parfum celebrates a new beginning that hasn't even begun yet. Its name? Hudson Yards.

NEW YORK, March 31, 2014 /CNW/ - At Bond No. 9, we're on a dedicated mission to map the entire City of New York with scents. Broadway ... Park Avenue ... Wall Street ... Chinatown: those are some of the iconic streets and neighborhoods that have informed our portfolio of eaux de parfum. We also create fragrances that celebrate of-the-moment hotspots, like Bleecker Street, Madison Square Park, and Brooklyn. And we haven't overlooked the city's parks and squares—Gramercy Park, Central Park, Bryant Park, Washington Square, et al.

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But for spring 2014, we've finally outdone ourselves when it comes to choosing an inspiring location. This time, we've placed our focus on a specific, genuine neighborhood that has yet to exist. We refer to Hudson Yards, that gi-normous swath of Western Midtown. Bordering on Chelsea and Hell's Kitchen, it's also close enough to the Hudson River to catch a whiff of waterway. Under construction as we speak, Hudson Yards is being transformed from a gritty parking lot for the trains that feed Pennsylvania Station into an honest-to-goodness future-world. Imagine a network of sleek, slim skyline-altering buildings soaring into westernmost Midtown's air space—until now woefully lacking in high-rises. Imagine a mini-metropolis of ultra-modern apartment buildings, accompanied by a complex of offices, cultural venues, and a luxury hotel, not to mention shops and markets, a self-contained boulevard, a subway station (for the extended No. 7 line—so you know for sure you're still in New York), and a ferry terminal.

When construction is completed in a few years' time, Hudson Yards will surely set the tone and pace for the future of urban landscapes worldwide. That's looking at the big picture. But this urban work-in-progress has already been an inspiration for us at Bond No. 9 as we created a spring 2014 offering that we sought to be all about fresh new beginnings. Hudson Yards, the scent, is a luminous melange of dewy petals piled upon petals. It starts with lush, attention-grabbing lily of the valley, mingled with fresh and innocent freesia and piquant pink peppercorns. Now that your senses are awakened, it smoothly transits into its middle-range notes: a dewy floral bouquet of peony buds and Bulgarian rose—made even more intoxicating with the addition of wine-like lychee. The enduring base notes—woody-citrusy orange flower, iris absolute, and white musk—serve to keep Hudson Yards afloat.

The bottle had to be out-and-out futuristic—which meant that only one color would do: contemporary, near-neon, iridescent chartreuse. It shimmers too, as the glass surface is laser-etched with an overall network pattern of the Bond No. 9 circular signature token. Held up to the light, it reveals almost lace-like glimmerings of transparency. And around the neck, to remind you of the petal-like composition of the scent, rests a ripening cloth flower blossom, in matching chartreuse.

About Bond No. 9 New York: In business for ten years, Bond No. 9 is an edgy downtown perfumery, committed to designing artisanal scented evocations of the neighborhoods and streets of New York—from Riverside Drive to Chinatown to Coney Island. Bond No. 9 has a dual mission: To restore artistry to perfumery, and to mark every New York neighborhood with a scent of its own. Each fragrance represents a specific downtown, midtown, or uptown locale or a city-wide sensibility. What Laurice Rahme is doing, is scenting the entire island.

Hudson Yards arrives on counter: April 1, 2014. Price: 100ml, $285; 50ml, $200; body silk, $135; candle, $115; liquid silk, $95; refillable pocket spray, $95.

www.bondno9.com

SOURCE Bond No. 9 New York

For further information:

Rayna Greenberg at Alison Brod Public Relations, 212.230.1800 or rayna@alisonbrodpr.com.

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