Nooka's known for their futuristic watches, but in a bid to become something more, they've created a strange fragrance.
You might have seen Nooka watches before: Matthew Waldman, a moonlighting branding and interactive designer, started the company in 2004, around the idea of telling time as a linear graph.
Since then, they've pursued all kinds of brand extensions--watches in every color of the rainbow, with varying levels of polish and sophistication; at one point, they even made watches for Kanye West's Glow in the Dark Tour. Naturally, the're looking to expand, and they've just introduced a new line of belts and wallets (see below). But their kookiest idea was to create a scent that actually smells like the watches themselves.
"I don't know if it sounds like bullshit," says Waldman. "But the fragrance is designed." He accomplished that working with Drom, a German fragrance developer that has done work for Derek Jeter and Anna Sui,...
You might have seen Nooka watches before: Matthew Waldman, a moonlighting branding and interactive designer, started the company in 2004, around the idea of telling time as a linear graph.
Since then, they've pursued all kinds of brand extensions--watches in every color of the rainbow, with varying levels of polish and sophistication; at one point, they even made watches for Kanye West's Glow in the Dark Tour. Naturally, the're looking to expand, and they've just introduced a new line of belts and wallets (see below). But their kookiest idea was to create a scent that actually smells like the watches themselves.
"I don't know if it sounds like bullshit," says Waldman. "But the fragrance is designed." He accomplished that working with Drom, a German fragrance developer that has done work for Derek Jeter and Anna Sui,...
- 7/16/2009
- by Cliff Kuang
- Fast Company
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