Cherry Los Angeles x RedBull Racing

In October of 2024, Austin, Texas played host to one of America’s only F1 Grand Prixes. F1 has been on the rise and, as such, garnered the attention of young upstart brands like Cherry LA. In collaboration with RedBull Racing, they designed a capsule collection to celebrate the Grand Prix and their 6-month pop-up on South Congress, arguably Austin’s most important shopping district.

The vibe was “smokey Americana, but make it cheeky”. We used birch tar, Texas cedar, a few different musks, a touch of vanilla, and floral notes. The result was a smooth woody cloud with a touch of sweetness to complement the soft textures of the Douglas-fir-paneled interior.

Serendipity brought us together, and it was a rapid development process to have a scent in time for use in the space, but we pulled it off, and a discreet diffuser added an unexpected element to an extraordinary event.