DIPTYQUE FOUNDATION EXPANSION:
SERVICE: Creative Direction, Concept work, Graphic Design, Strategy
CLIENT: DIPTYQUE
FIRST STEP: This campaign will start with a series of immersive, multi-sensory installations and experiences in key cities worldwide, starting with Paris. Each installation will reflect Diptyque's three pillars: Protecting Botanical Heritage, Promoting Artistic Research, and Fostering Reconnection with Nature. The campaign will blend art, science, and nature, creating a poetic and educational experience that appeals to both Diptyque's loyal customers and new audiences.
SECOND STEP: By Les Petits Apprentis du Vivant (The Little Apprentices of the Living) into a children’s book that not only educates kids about botanical heritage and biodiversity but also inspires creativity and introduces the importance of gardening as a profession.
This book will serve as a cornerstone of Diptyque’s educational initiatives, helping children connect with nature and combat “plant amnesia” in a fun, engaging, and memorable way.
THIRD STEP: The Floral Constitution is the world's first living, evolving treaty for plant rights—drafted by children, guided by scientists, and sealed with seeds; in partnership with UNESCO. The Constitution transforms the Foundation from benefactor to global legislator of beauty—where every product launch can fund an article, every boutique can host a ratification.
IMMERSIVE ART Installations
By breathing new life into forgotten spaces, species, and stories, we’re transforming Diptyque’s Foundation into a cultural movement. Through botanical reanimation, intergenerational storytelling, and institutional partnerships, this initiative doesn’t just raise awareness—it rewrites humanity’s contract with nature.
‘THE ATLAS OF FORGOTTEN BOTANICS’ Book
This will be a beautifully illustrated children’s book series ( translated into multiple languages ) featuring Leon Floraison, a whimsical and curious character who takes young readers on magical journeys through the world of plants, gardens, and ecosystems. Each chapter will blend storytelling, education, and creativity, while subtly introducing the idea of gardening as a meaningful and artistic profession. The goal is to grow it into a franchise, with new books, short films, products, and experiences as well as partnering with schools, libraries, and environmental organizations to integrate the book into educational programs. All to keep Diptyque’s Foundation relevant and impactful.
EDUCATIONAL COMPONENTS:
Botanical Facts: Fun, easy-to-understand facts about plants, ecosystems, and biodiversity are woven into the story.
Creative Activities: Each book includes DIY activities like planting seeds, creating nature art, or building a mini garden.
Career Spotlight: Leon introduces kids to the profession of gardening, showcasing its importance and creativity through her adventures.
LES PETITS JARDINIERS Seed kit
This is a child-friendly sowing kit that includes everything a young gardener needs to start their journey. The kit will be beautifully designed, with botanical motifs, high-quality materials, and a touch of Diptyque’s signature elegance. It will also include educational elements to teach kids about plants, ecosystems, and the joy of gardening.
WHY THIS WORKS FOR DIPTYQUE:
Tactile Memory Formation: Neuroscience: When children physically plant heritage seeds (like Menton’s vanilla orchid), their brains create episodic memories tied to smell, touch, and care. "Muscle memory defeats digital amnesia
Scent as a Time Machine: Each kit includes scent strips matching Diptyque’s perfumes (e.g., Do Son’s tuberose = Haitian conservation story). "Fragrance is the last sense we forget."
Slow Education: Seeds take weeks to sprout—forcing kids to practice attention in an instant-gratification world.
‘THE FLORAL CONSTITUTION’ TREATY - UNESCO x DIPTYQUE
