What We Do In Paris Is Secret

A Lab on Fire debuted at the Paris concept store Colette in April 2011, developing from a creative practice rooted in the earlier S-Perfume project. Experimentation and freedom of expression shaped its approach, with perfumes conceived as independent creative works.

The creative story later developed into What We Do Is Secret in the United States, while A Lab on Fire continued through licensing outside the US. This evolving identity reflects the project’s independent outlook: perfume as a space for experimentation, individual interpretation, and unexpected ideas.