To promote the eco responsible initiative “One fragrance, one tree” from Hugo Fragrances, we asked the famous Belgian designer & architect Charles Kaisin to build something huge, something crazy and something eco friendly… like a recycled forest of trees in the centre of Brussels for example.

The One fragrance, one tree project is simple: when buying a perfume from the limited edition Hugo Element or Hugo Man, you contribute to save the Amazonian wood by planting one tree in a nature reserve between Peru and Bolivia.

How to promote such a project and give it enough visibility without using the usual communications support such as flyers, posters… that unwillingly and unfortunately contribute to the exhaustion of the forest resources of our planet?

To solve this eco problem, we asked the Belgian designer and architect Charles Kaisin, specialized in recycling, in order to create a huge project that, through its size and nature, very quickly aroused the curiosity of passersby, bloggers and of course, the media.

We built a recycled forest of twelve trees of 8 meters each, made of 5000 wooden boxes used for fruit transportation in another lifetime. This piece of art disturbed the natural/industrial cycle by breathing a new life into material coming from the forest and used by men. The tree comes back to life while nature reclaims its rights.

At night, during the three weeks that the exhibition lasted and thanks to low consumption lighting, passersby and drivers have been able to appreciate a natural landscape with a surreal shade connecting them to the Hugo initiative in an original and unseen manner.