On 23 October, The Box Soho hosted the launch of Intention, the new fragrance from Bugzy Malone in partnership with House of Vision, available exclusively at The Fragrance Shop.
The event was immersive by design, combining scent, music, and live performance with a structured storytelling format that guided guests through the evening. The experience centred on Bugzy Malone’s path from Manchester to the global stage, using fragrance as a way to express focus, purpose, and strength.
The in-conversation segment with Bugzy Malone was overseen by Jolie Sharpe, who led an intimate and informative interview that shaped one of the evening’s most personal moments. It offered space for reflection, with Bugzy sharing elements of his journey in a way that connected the audience to the purpose behind the fragrance.
Guests were introduced to the fragrance as the evening unfolded. Intention opens with Grapefruit and Mandarin, lifted by Cardamom and Elemi. The heart features Cassis, Orris, Geranium and Nutmeg, while the base blends Vetiver, Cashmere, Amber Gris and Musk. It’s positioned as a fragrance for daily ritual, one that speaks to clarity and drive.
The guest list featured talent from across music, sport and television. JP Cooper and Charlie Sloth performed during the event, while Ashley Cain, James Tindale and Richard Blackwood joined the crowd. Christine Ohuruogu and Lianne Sanderson were also in attendance.
The Box Soho provided an ideal backdrop for an event that was carefully produced but carried an underlying sense of personal significance. The mix of live elements, fragrance and curated moments made for a concise but focused launch format that kept attention throughout.
Intention by House of Vision is out now, available exclusively at The Fragrance Shop.
