Perfume brand Creed ropes in famed ‘snow artist’

Snow artist Simon Beck collaborated with perfume brand Creed to create an ephemeral snow design to promote its signature scent, Silver Mountain Water, via a film co-produced by Red Ant Asia.

Beck, known for his unique land art created on snow, went to Xilingol to create a snow design in this scenic area of Northern China, famous for its picturesque mountain peaks. 

Beck studied Creed logo and considered every detail, including proportions, camera effects, snow quality, and weather conditions. This process was captured in a film showcasing his creative journey. The artist chose to blend geometry with the natural beauty of snow. This collaboration marks his first with a luxury fragrance brand.

Snow art may soon vanish, but Beck drew inspiration from nature: “After completing an artwork, I always pause, take a deep breath, and immerse in the connection between art and nature, sensing the essence of the moment—the pure breath of crisp snow, the scent of the trees, and the crispness of the cold air intertwining. Although the patterns on the snow will disappear with the wind, the scents will stay with me forever.”

Giles Gordon, chief marketing officer of Creed at Kering Beauté, expressed his admiration for Beck’s work: “Creed is a house of creators; hence we seek collaborations with innovative artists around the world. I have long been an admirer of Simon’s work, the skill and dedication he puts into each piece, whilst managing the elements is remarkable. We are truly honoured to be the first luxury fragrance house to work with Simon”.

Beck, a former engineer and map maker from London who now lives partly in the French Alps, has been creating elaborate outdoor snow art since 2004.

 

 

 

 

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A post shared by Simon Beck (@simonbeck_snowart)