is a new body/fragrance line launched in the fall of 2019 in Seoul
, South Korea
. Founded by Haeyoung Cha
(co-founder of the contemporary art gallery, Studio Concrete
is the first Korean
body/fragrance line to be produced with some of the world's best perfumeries in Europe.
celebrates the self, and your personal narrative during a time when social media has confounded the boundaries between reality and fantasy.
With Projects was appointed creative partner to develop the product line in its entirety, from concept to execution (naming, branding, creative direction, storytelling, packaging and digital executions). With Projects was integral in every aspect of the brand’s creation, its final production and launch.
Global launch scheduled for 2020, Nonfiction
is currently sold exclusively through Sephora KR.