Creed Perfume Launch

Sara Flaksbard

Event Overview:
The House of Creed unveiled its newest fragrance, Eladaria, at the stunning Machine Hall in Sydney on the 6th of May 2025. Designed as an immersive experience for media and influencers, the event reflected the perfume’s inspiration: a rose garden awakening in the silvery mist of dawn. With dramatic floral installations, multimedia production, and a curated guest list, the evening demanded catering that could match the brand’s luxury, elegance and artistry.

Culinary Success:
Laissez-Faire Catering designed a bespoke menu that mirrored the fragrance’s elegance and natural inspiration. Guests were welcomed with refined canapés such as Jerusalem artichoke beignets with salt cod and seared scallops with paperbark truffle butter, alongside vegan creations like roasted eggplant panna cotta with macadamia.
The entrée featured spanner crab with celeriac and pickled kohlrabi, while mains highlighted Glacier 51 Toothfish with truffle mousseline and champagne velouté, paired with a vegetarian option of King Oyster mushroom with almond aillade. Dessert was a showpiece in itself: vanilla and pandan mousse with a mandarin heart, echoing the citrus top notes of Eladaria. Every element of the menu was designed to feel luxurious, seasonal, and sustainably considered.

Venue Spotlight: Machine Hall
Tucked away in Sydney’s bustling CBD, Machine Hall is a restored heritage venue that effortlessly blends industrial character with contemporary elegance. With soaring ceilings, raw textures, and dramatic lighting, it served as the perfect setting for the Creed Eladaria fragrance launch, adding depth and distinction to the sensory experience.
The flexible floor plan enabled curated touchpoints across the event, from immersive scent discovery zones to live culinary activations. Its mezzanine level provided a unique vantage point, enhancing flow and guest engagement throughout the evening.Beyond aesthetics, Machine Hall’s inner-city location and modern amenities ensured smooth event operations, making it an ideal backdrop for high-end product launches. For Creed, it offered not just a space, but a canvas, transforming the brand story into a fully immersive moment for VIP guests and media alike.

Impact and Success:
The result was a seamless alignment of culinary artistry and brand storytelling. The menu not only complemented the sensory journey of Eladaria but also elevated the guest experience, reinforcing Creed’s identity as a house of luxury and refinement. Through thoughtful menu design and flawless execution, Laissez-Faire Catering helped create a launch as memorable and captivating as the fragrance itself.