In celebration of the launch of Heaven Can Wait and the brand’s annual partnership with The Armory Show, a cornerstone of New York’s cultural landscape, Editions de Parfums Frédéric Malle hosted a series of private events for an esteemed group of key industry leaders and influencers, introducing them to the new fragrance and forging a meaningful connection with the brand.​

On September 8, a private tour of The Armory Show was followed by an elegant cocktail reception and seated dinner at Electric Lemon in Hudson Yards, known for its artistic sophistication and breathtaking views. Guests were enveloped in the world of Editions de Parfums Frédéric Malle and Heaven Can Wait, surrounded by artful floral installations, a dedicated olfactive consultation and a complex menu inspired by the fragrance’s notes of clove, carrot,
peach and prune and pimento.​

The events welcomed over 60 guests from creators to tastemakers in fragrance, beauty, art, and design, generating close to 2M impressions across TikTok and Instagram, and amplifying the launch to a collective audience of over 6M followers.