The Future Distilled by Nooka

So much more than watches…


About a week and a half ago I was on Twitter when something led me to the page of @nooka. While there I read the following post, “i was just interviewed by matt evans of WWD on my fragrance! lot’s of questions and i hope great answers #nooka #beauty #fragrance. My mind immediately started racing. Could it be that the company I knew for the funky, futuristic watches has now ventured into fragrances?? I sat there and pondered sending an inquiry tweet. As a publicist, we get rejected often. It could be in the form of unreturned emails, phone calls…you name it and we’ve probably experienced it. I did not want to experience that via twitter too but I said what the hell and wrote “@Nooka I’d love to learn more about your new scent. DM me. To my surprise Matthew Waldman, the Chief Creative Officer, President of Nooka Inc responded. We exchanged a few emails and Matt offered me an opportunity to come up to his office for a chat. He also let me know that new scent was available at Den if I wanted to test it.

I had absolutely no expectations before I made it over to Den. All the write-ups/reviews were great but for some reason, my mind was completely open. When I made it to the store, I admired the watches for a bit and then made my way over to Nooka’s new scent, The Future Distilled. I sprtized on a bit and my thought to myself, it’s powdery and a bit metallic. I was digging it so much that I couldn’t take my hand away from my nose. I’m pretty sure the sales attendants thought my actions were peculiar so I asked a few questions so I wouldn’t look too strange. This scent was really grabbing me. Its metallic opening matched the bottles design, the watches and the stores decor…lots being communicated all at once. But the powder softened it nicely. I liked the juxtaposition. Here’s the kicker though, as the scent settled into my skin, I wasn’t picking up any woody notes that usually make up the bottom layer scents catering to men. Which led me to ask myself is it a scent for men or women?

The Future Distilled, which debuts as an eau de parfum for $80, was conceptualized and guided by Matthew Waldman. The olfactive chemistry was developed by renowned perfumer Pierre Constantin Gueros. What I appreciate about this scent is the ease at which it wears. Its not overly perfumey and nestles itself into the skin for an added layer of refinement. It’s sexy without being spicy or florally. It communicates confidence because it’s not a run of the mill scent. Matt could have gone a bit more safe for his first foray into fragrance but he didn’t. He’s passionate about fragrances and it shows. The bottles design and the synergy of scents used all tie back to his views on design and universal language. The bottom line here, The Future Distilled is an awesome scent I’ll be adding to my rotation.

Tomorrow, my interview with Matt.

The Future Distilled by Nooka is available via their website or at Den

330 E. 11th Street
New York, NY 10003
Monday – Saturday: 12 p.m. – 9 p.m.
Sunday: 12 p.m. – 8 p.m.



4 responses to “The Future Distilled by Nooka

  1. Ok you got me curious about this fragrance! I guess I need to travel into the hinterlands of the East Village to try out at Den. Thanks!

  2. Dope! Nice cover B.

  3. Ainsley Connell

    Nice post once again Mr. B. Need to cruise down to Den again anyway so will do it sooner rather than later.

  4. Pingback: Kristiansand «

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