Art Direction

Límite 0

Perfume

2025

Creation of a concept, story and the expressive universe of a new fragrance.

DESCRIPTION:

Limit 0 is the fragrance of the search for the tenth marble.

Set against the tale of Elías, who suffers from arithmomania—an obsessive-compulsive disorder—he buried ten marbles in the desert, but upon digging them up, the last one is missing.

He spirals into an absurd loop where the absence of the marble breaks both his logic and chance itself—an anomaly he cannot deciph

Naming: Límite 0

The concept of ‘limit’ is inspired by Gödel's incompleteness theorem, which states that in any logical system there are propositions that can be neither proved nor disproved. Thus, the protagonist is confronted with the limit of knowledge, where mathematical logic no longer offers him answers. The number 0 represents the origin, the void, the starting point or the point of collapse.

Concept: Axiom Instinct

Axiom is anything that holds without needing to be demonstrated, the logical principle that structures a complete theory. Instinct, on the other hand, is the visceral, irrational, deeply-rooted response to survival, to the primitive. The story of the tenth marble traverses this boundary between the two terms.

Packaging: The packaging is composed of three elements differential.

1. The bottle containing the aroma.

2. The two metallic ellipses, which fit perfectly together to form a sculpture, whose function is to keep the aroma in the environment.

3 .The transparent ball is made of porous glass that absorbs and projects the perfume.

Art direction: Victor Hernández, Marta Anglada, Loy Mejía, & Yu Vilaseca

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Art Direction

yu@yuvilaseca.com - @yunaplenaa - yuvilaseca -