- “We came up with the concept of elevator music because we both grew up in the ’90s,” Mr. Gorham said, speaking by phone while traveling in Dubai. “Background music had such a negative connotation then, but it was something we could relate to.” Think of the fragrance ($275 for 100 milliliters) as more of a backdrop to your life than as something that stands by itself. It is nondescript on purpose. “The idea,” Mr. Gorham said, “is that its wearer is noticed, not the perfume.”
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