Aramis intuition
Estée Lauder Companies,
intuition by aramis
2025 launch
Experiential conception, development, design, execution. Martha’s Vineyard & New York City.
To reintroduce Aramis Intuition, THE UMBRELLA designed a modular, multi-sensory launch platform that debuted at the Martha’s Vineyard African American Film Festival and expanded to New York Fashion Week. The activation reimagined fragrance sampling through culinary expressions of key notes, personalized rituals like engraved bottles and custom boutonnières, immersive content capture, and bold guerrilla placements. Conceived as a scalable cultural platform, the experience was crafted to adapt across cities while preserving the elevated DNA of Aramis Intuition, , making confidence not just a scent, but a ritual.
THE UMBRELLA was commissioned by Estée Lauder Companies to create and execute a multi-city launch for Intuition by Aramis, , a new fragrance within the legendary Aramis line. Featuring Dwyane Wade as the new global brand ambassador, the campaign set out to honor the heritage of one of Estée Lauder’s most iconic men’s fragrance houses while ushering in a bold new chapter.
The brief: reimagine fragrance sampling as a luxury ritual, meeting the modern gentleman in cultural moments that felt both elevated and accessible.
Martha's Vineyard
Debuting in Martha’s Vineyard and expanding to New York Fashion Week, the activation combined culinary expressions of fragrance notes, personalized rituals of craftsmanship, immersive content capture, and bold guerrilla placements. Together, these elements created an adaptable experience platform that extended beyond event walls and into the public realm, making fragrance discovery impossible to ignore.
During the Martha’s Vineyard African American Film Festival, we transformed the Pelican Club in Edgartown into an intimate destination that celebrated the heritage and future of Aramis. Guests engaged with tactile storytelling, from heritage displays to live engraving stations, and left with personalized keepsakes.
New York City
Debuting in Martha’s Vineyard and expanding to New York Fashion Week, the activation combined culinary expressions of fragrance notes, personalized rituals of craftsmanship, immersive content capture, and bold guerrilla placements. Together, these elements created an adaptable experience platform that extended beyond event walls and into the public realm, , making fragrance discovery impossible to ignore.
During NYFW SS2026, at the iconic NYC High Line, we re-envisioned the multi-chapter experience: a heritage installation honoring the 1963 origins of Aramis, a signature display pedestal highlighting Intuition’s notes, and personalized sampling through engraved bottles and boutonnières.
Taste as a Fragrance Ritual
We extended the fragrance story into F&B, translating key notes into edible, sensorial moments.
In Martha’s Vineyard, guests enjoyed custom-debossed grapefruit ice pops infused with the crisp top note of the fragrance.
At NYFW, we offered custom-made ice cream served in printed cups and cones, reinforcing fragrance discovery as a multi-sensory ritual.
Guests indulged in lavender and grapefruit inspired mocktails served in reusable insulated metal tumblers designed as premium keepsakes.
Personalization Meets Craftsmanship
Sampling was reimagined as a ritual of confidence and creativity:
Guests used instant laser engraving technology to customize their own bottle of Aramis Intuition.
Florists hand-crafted each guest a personal boutonnière from botanicals that echoed the fragrance’s notes: lavender, vetiver, and grapefruit peel.
Both items were presented in a bespoke wooden box designed and fabricated by THE UMBRELLA, with precision compartments to cradle the engraved bottle and boutonnière.
Custom Photo Booth Experience
We designed and operated a branded photo booth that paired guests with an elegant backdrop installation, producing customized photo strips as keepsakes. This provided both a tactile memento and a natural UGC driver, extending the activation beyond the moment.
Taking Intuition Into the Streets
To extend reach beyond the event footprint, we built an ambitious guerrilla campaign:
A bespoke newspaper periodical featuring editorial storytelling and embedded scent strips for true product discovery.
Custom-designed kiosks fabricated and deployed across locations in Martha’s Vineyard and locations in NYC, staffed with brand ambassadors.
A Scalable Experience with Global Potential
The Aramis Intuition platform was conceived as a modular, adaptive system. Proven first in Martha’s Vineyard, then reconfigured for New York Fashion Week.
Its design allows rapid replication and cultural tailoring, making these first two launches the beginning of an ongoing, expandable global series.
Impact at a Glance
1,200+ bottles engraved & gifted in Martha’s Vineyard
740+ bottles engraved during NYFW
Multiple branded kiosks deployed in Martha’s Vineyard and in NYC
80+ wildposting locations across high-traffic NYC neighborhoods
Thousands of impressions generated through custom newspapers with embedded scent strips
Dozens of organic influencer + press pickups amplifying cultural reach
Press
When
August & September, 2025
Where
Martha’s Vineyard
New York City
Client
Estée Lauder Companies — ARAMIS
Agency
THE UMBRELLA
Creative Agency & Production
THE UMBRELLA
Services
Creative Direction
Project & Event Management
Event Production
Location Scouting
Print & Graphics
Product Design
Technical Direction
Content Capture & Post Production
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