Hollow
What do you feel?
Open the website ↗Live concept website. Scroll and click right here, or open it full screen.
A niche perfume house where you choose a scent by how you feel, not by its notes.
The object is a shark: beautiful and frightening at once. The tension is what pulls you in, so the brand never smooths it out.
The website asks one question, what do you feel?, and moves by feeling instead of category: Quiet, Tense, Detached, Familiar, Heavy, Clear.
Key decisions
- Black and whiteStrictly monochrome, high-contrast photography. Nothing distracts from the feeling.
- Navigation by feelingSix feelings replace the usual categories. Each one moves the same shark photograph and opens its own selection of scents.
- Discomfort on purposeThe shark stays a little too close. The unease is part of the attraction, not a mistake to fix.
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