the brain, which is why it is directly related to memories. Consequently, a fragrance can also help visualize architectural spaces stored in our memories. Both scents and personal fragrances related to architectural spaces are the focus of WOHA Parfums' work. The brand emerged as a result of research and its practical application to multisensory architectural projects. Delving into the world of fragrances with the intention of showing people the sensory component of architecture, offering "olfactory translations" of architectural projects, is one of the main differentiating points. It is important for us to be able to work from the duality of architectural creation and its "translation" into fragrances in order to offer a collection of perfumes that not only "smell good," but are also a means of expressing deep and detailed work. As a result, it's a brand that needs to work calmly and without rushing, so the production pace of the fragrances in the collection is relaxed, at a rate of one creation per year, perhaps two per year at times. "Liquid Architecture" is a collection of 10 fragrances inspired by architectural projects in Elche and its surroundings. What does each fragrance symbolize? The "Liquid Architecture" collection is made up of ten fragrances (and other objects associated with each) that olfactorily "translate" or interpret ten architectural projects built in Elche and its surroundings. These are ten architectural projects in "liquid format." The first three fragrances are based on: a café within a vertical garden in Elche ("Calahorra"), the first; offices inside an industrial warehouse in Santa Pola ("Los ojos de tu piel"), the second; and the renovation of a home, also in Elche ("OM AH UHM"), the third. Do all the projects maintain the idea of multisensory architecture? Yes, and they are based on the people who inhabit each of those spaces. Therefore, each project is different because each person or group of people is different and has different spatial and psychological needs. As a result, each perfume follows a common general approach, but the results make the perfumes very different from one another. These perfumes are not guided by olfactory families but by the coherence they must present with the project they olfactorily "translate." The perfume and the designed objects (bottles, caps, boxes, etc.) must be coherent with a multisensory project and must also be a multisensory experience. Sight is associated with the design of the objects, touch is related to the textures of the caps and bottles, and smell is obviously linked to the fragrance: the wood of the offices, the smell of gasoline and the salty component of the sea take the olfactory lead. The density of the composition leads to textures, indirect touch, and taste (for example, in the offices, there is a cafeteria where you can smell coffee and pastries). What would you highlight about its olfactory composition? The entire collection meets one condition: a predominance of natural raw materials and high-quality natural raw material fractions with concentrations above 20%. However, this condition should not contradict the concepts of the various projects. Since each one is different and each perfume must "translate" it olfactorily, each perfume is different, not only in terms of aroma but also in terms of the type of raw material and how it should be combined. Who is the perfumer behind the fragrances? Without a doubt, a fundamental part of the project is the participation of the perfumers. The first formulations have been and are being developed by perfumer Alejandro Ponsá, who has repeatedly demonstrated his mastery of natural raw materials. However, in order to maintain the coherence of the projects and, in turn, enrich the work on both the collection and the brand, other perfumers will be involved, allowing, along with Alejandro's work, to foster a diversity of points of view. “Calahorra” and “Los ojos de tu piel” are the two perfumes currently on the market… Yes, indeed. The collection began development in 2023 with the project for a café within a vertical garden attached to the 11th-century Moorish tower of Calahorra in Elche, from which the perfume takes its name: "Calahorra." It is a natural garden that gives off strong green and earthy aromas and is also a café where natural juices are served. This perfume, as well as its associated objects, went on sale in February 2024. In this case, the use of natural raw materials was essential to maintain consistency with the project. However, for the second perfume in the collection, "Los ojos de tu piel", based on an office project, we had to work with natural raw materials (various types of cedar wood, seaweed, etc.) but also with synthetic molecules that allow for an olfactory connection with gasoline. The design results in a multisensory space in the terms set forth in the book "The Eyes of Your Skin" by architect Juhani Pallasmaa, from which the name is derived. The third perfume, on the market since late July 2025, is related to a home designed as a meditation space, the starting point from which it takes its name: "OM AH UHM." The packaging is very original. What did you hope to convey with the bottles? The design of the bottles is based on the application of concepts commonly used in architectural design, but applied to these pieces. These concepts are associated with harmony and proportion on the one hand, and with structural balance in the building on the 18ENTREVISTA I INTERVIEW
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