As Beautyworld Middle East approaches, Takasago is preparing to unveil more than a new fragrance collection. Inspired by Kyoto’s iconic Golden Pavilion and the symbolism of the Phoenix, the company’s presence in Dubai marks a new chapter in its century-long journey through perfumery.
At the heart of this story is a growing commitment to the Middle East, strengthened by the opening of its new Dubai Creative Centre. In this exclusive conversation with ParfumPlus, Sylvain Eyraud, VP Fine Fragrance Europe Sales & Global Marketing and Communication, Takasago, and Bassel Kouchacji, Managing Director Fragrance Middle East, Takasago, share the inspiration behind the Golden Pavilion, the evolving influence of the Middle East on global fragrance culture, and Takasago’s vision for the future of perfumery.
ParfumPlus: Beautyworld Middle East is just around the corner. What can visitors expect from Takasago this year?
Sylvain Eyraud: Beautyworld Middle East is much more than a trade show. It is where the future of perfumery comes to life. This year, we invite visitors into our Golden Pavilion, inspired by Kyoto’s legendary Kinkaku-ji, reimagined in the heart of the Dubai desert. Through thirteen exceptional creations, we celebrate the meeting of Japanese artistry, Middle Eastern olfactive heritage and Takasago’s exclusive technologies. More than a collection, it is an immersive journey into our vision of the future of fragrance.
PP: Why did you choose the Golden Pavilion and the Phoenix as this year’s inspiration?
SE: The Golden Pavilion embodies beauty, harmony and craftsmanship, while the Phoenix symbolises resilience, transformation and renewal. Together, they perfectly express Takasago’s philosophy: respecting heritage while constantly reinventing creation. After the success of our Red Sun Collection last year, this new chapter reflects our desire to elevate creativity even further and celebrate the extraordinary energy of the Middle East.
PP: This year also marks the opening of your new Dubai Creative Centre. Why is this such an important milestone?
Bassel Kouchacji: Dubai has become one of the world’s most exciting fragrance capitals. Opening our new Creative Centre allows us to work even closer with our regional partners while strengthening the creative bridge between Dubai, Paris and Japan.
It reflects our long-term commitment to the region and our ambition to co-create fragrances that are globally inspiring while remaining deeply connected to local culture and consumers.
PP: Takasago has over a century of history. What continues to make the company unique today?
SE: Founded in Tokyo in 1920, Takasago has always blended Japanese aesthetics, scientific excellence and entrepreneurial spirit.
Today, we are a House of Creativity, where more than fifty perfumers craft fragrances for many of the world’s leading brands.
We are also a House of Green, pioneering sustainable chemistry, a House of Performance, developing exclusive captives that enhance longevity and diffusion, and a House of Emotions, drawing on more than forty years of neuroscience to transform fragrance into memorable emotional experiences.
PP: How is the Middle East influencing global perfumery today?
BK: The Middle East is far more than a fast-growing market. It is one of perfumery’s greatest sources of inspiration. Fragrance is part of everyday life, identity and culture.
Consumers embrace bold creativity while preserving centuries-old traditions around oud, incense and layering. Today, the region is not simply following global trends; it is actively shaping them.
PP: Without revealing too much, what makes this year’s collection special?
SE: Each fragrance begins with an iconic Middle Eastern ingredient or accord before taking an unexpected turn through treasures from our Asian palette and our proprietary captives.
The result is a collection built on contrasts, exceptional performance and emotional impact. At its heart stands Tears of the Phoenix, an extraordinary collective creation signed by all our Paris perfumers. Born from the flames of Hinoki, Japan’s sacred wood, it embodies the spirit of the Phoenix itself – a symbol of rebirth, creative unity and the ultimate expression of our House.
PP: Takasago is sometimes described as one of the fragrance industry’s hidden gems. What would you like visitors to discover at Beautyworld?
BK: Perhaps Takasago is one of perfumery’s best-kept secrets. For more than a century, we have quietly created some of the world’s most beautiful fragrances while remaining true to our values of creativity, craftsmanship and humility.
This year, we want to open our doors wider than ever before. We invite visitors to discover not only our fragrances, but also the extraordinary people behind them – our perfumers, our culture, our science and our passion for creation.
SE: Our Golden Pavilion is more than a booth. It is an invitation to experience what makes Takasago so unique: a House where Japanese refinement meets Middle Eastern creativity, where innovation serves emotion, and where every fragrance begins with humanity.
We look forward to welcoming visitors and sharing this new chapter of Takasago’s story.
PP: What message would you like to share with ParfumPlus readers?
SE: Perfumery is about building bridges between cultures, between science and emotion, and ultimately, between people. Like the Phoenix, perfumery is constantly reinventing itself. Our role is to honour what came before while daring to imagine what comes next.
BK: Dubai is more than a new Creative Centre for Takasago. It is the beginning of a new chapter. One we are proud to write from the Middle East, with the Middle East, and for the world.
Add Comment