ALONG THE SILK ROAD
Qeelin
The background
Qeelin, the Chinese jewellery Maison, opens a new chapter in its story with Along the Silk Road, an olfactory collection inspired by the Silk Road, the culture of Dunhuang, and the encounter between Chinese heritage and contemporary perfumery.
Conceived as a journey in six stages, the collection translates different landscapes, emotions and symbols into fragrance.
For this launch, Partisan du Sens supported the Maison across the full experience: range identity, primary and secondary packaging, coffrets, and retail experience, connecting the founding narrative of the collection to the object, the gesture and the in-store discovery.
The ambition was to create a fragrance line that would not feel like a simple brand extension, but as a true expression of Qeelin’s universe.
Conceived as a journey in six stages, the collection translates different landscapes, emotions and symbols into fragrance.
For this launch, Partisan du Sens supported the Maison across the full experience: range identity, primary and secondary packaging, coffrets, and retail experience, connecting the founding narrative of the collection to the object, the gesture and the in-store discovery.
The ambition was to create a fragrance line that would not feel like a simple brand extension, but as a true expression of Qeelin’s universe.
The creation
The collection finds its balance between heritage and modernity.
It brings together the symbolic strength of the Wulu, a traditional Chinese talisman associated with protection, harmony and good fortune, with a more contemporary graphic expression.
The refillable bottle was designed as a hybrid object, somewhere between fragrance and jewellery. Its extra-flat format and off-centred pump give it a singular, dynamic silhouette. The oversized cap, inspired by the Wulu, becomes the centre of gravity of the design.
It transforms the fragrance into a precious object to wear, keep and collect, naturally connecting the collection to Qeelin’s jewellery codes.
Each fragrance is then identified by a colour and a brushstroke, echoing the famous paintings of Dunhuang.
It brings together the symbolic strength of the Wulu, a traditional Chinese talisman associated with protection, harmony and good fortune, with a more contemporary graphic expression.
The refillable bottle was designed as a hybrid object, somewhere between fragrance and jewellery. Its extra-flat format and off-centred pump give it a singular, dynamic silhouette. The oversized cap, inspired by the Wulu, becomes the centre of gravity of the design.
It transforms the fragrance into a precious object to wear, keep and collect, naturally connecting the collection to Qeelin’s jewellery codes.
Each fragrance is then identified by a colour and a brushstroke, echoing the famous paintings of Dunhuang.
Partisan du Sens also designed a coffret system to tell the story of the collection as a whole.
The coffret bringing together the six fragrances was imagined as a jewel box. It presents the collection as a journey: six fragrances, six colours, six symbolic landscapes. As it opens, the world of Along the Silk Road gradually reveals itself, like a succession of stopovers.
The discovery coffret follows the same idea in a more accessible, nomadic format. The six samples are presented as an invitation to an olfactory journey, allowing the collection to be explored one note at a time.
The coffret bringing together the six fragrances was imagined as a jewel box. It presents the collection as a journey: six fragrances, six colours, six symbolic landscapes. As it opens, the world of Along the Silk Road gradually reveals itself, like a succession of stopovers.
The discovery coffret follows the same idea in a more accessible, nomadic format. The six samples are presented as an invitation to an olfactory journey, allowing the collection to be explored one note at a time.
Retail experience
The world of Along the Silk Road was extended in-store through merchandising elements designed to connect storytelling and experience.
The presentation displays stage the collection within an environment that feels both precious and immersive. Light effects, golden reflections, textured materials, every detail anchors the collection in Qeelin’s jewellery universe, while creating a dedicated space for olfactory discovery.
The agency also imagined blotters conceived as true experience supports. In contact with the fragrance, they change colour and reveal the collection’s signature brushstroke. The fragrance is no longer only smelled, it is revealed.
From bottle to coffret, from tester to display, each element was designed as one stage of the same journey, along the Silk Road.
The presentation displays stage the collection within an environment that feels both precious and immersive. Light effects, golden reflections, textured materials, every detail anchors the collection in Qeelin’s jewellery universe, while creating a dedicated space for olfactory discovery.
The agency also imagined blotters conceived as true experience supports. In contact with the fragrance, they change colour and reveal the collection’s signature brushstroke. The fragrance is no longer only smelled, it is revealed.
From bottle to coffret, from tester to display, each element was designed as one stage of the same journey, along the Silk Road.
