Brand For All Senses

Sue Murphy, creative director for Gretel, on how brands have the opportunity to come to life, leave their distinctmark, and be loved today.

- Sue Murphy

I am time traveling to a new York six years past. I didn’t intend to slip seamlessly from 2019 to 2013 – it was a catalyst that triggered it, sending me back to the summer of that earlier year. Everyone is enjoying the toasty weather (the effects of climate change aren’t apparent to the general public yet), the sound of getting Lucky by Pharrell and Daft Punk is blasting out of yellow cabs (not Ubers), and every girl in the city is surrounded with a cloud of Chloé perfume (myself included).

Back in the present day, at the time of writing, it’s October in the same city. Autumn – or Fall, as they call it here – isn’t in full swing (because, as we’re now all too aware, of climate change), and I’ve discovered the trigger that has caused me to time travel back to those memories and feelings. It’s a woman standing about a foot away, who has seemingly showered in Chloé perfume.