InterTrade Europe recently opened Avery Fine Perfumery's (527 St. Joseph St., www.averyfineperfumeries.com) first U.S. location in the Warehouse District. Modeled on an aviary, the perfumery eschews labels and gaudy packaging on its products, preferring to let the scent speak for itself.
"An aviary is a metaphor for perfume. We like the idea of perfumes being something flighted, and we also like to acknowledge the mysterious part of creating perfume," says interior designer Lilian Driessen. "Every store is based on an aviary where birds live."
Driessen's design for the New Orleans location differs in some ways from its predecessors in London and Modena, Italy: She incorporated more salvaged items as an homage to New Orleans' past. "Because of the flooding, there's a lot of salvage — I saved doors, locks, details and some of the metal wear which is so recognizable," she says. "I incorporated balconies into the shop as well. The spirit of the old town is still in here, attached to the perfumes."
Avery's perfumes range in price from $70 for a solid balm to $850 for a perfume and include brands like Carthusia, Nasomatto, Nez a Nez and Czech & Speake. Fadelli's target customer is well-traveled, curious and artistic — traits embodied by many residents of New Orleans, he says, which is why he chose it as the international perfumery's third location. "The soul of the concept of Avery is very close to the soul of the city of New Orleans," Fadelli says. "We have an ingredient of art in the creation of the perfume, and New Orleans is one of the most artistic cities in America." — Missy Wilkinson