Jakarta, April 18, 2025 – SAFF & Co. presents a large-scale art installation titled Morfosia: Caress of the Hubris. This installation offers an immersive experience through a blend of visuals and scents. Located at Tribeca Park, Central Park Jakarta, the installation invites the public to explore the deeper meaning of beauty through a work that captivates both sight and smell.

Morfosia is an expression of the philosophy that every fragrance has a story that can be felt, seen, and even brought to life. “We believe perfume can tell something bigger than just the bottle and the scent itself,” said Santi Tan, co-founder of SAFF & Co.

Inspired by the story of Narcissus from Greek mythology, the giant hanging flower installation measuring 10 by 4 meters showcases transformation with gentle lighting. At the same time, SAFF & Co. also set up a pop-up booth on the first floor of Central Park Mall, where visitors can try other essence variants. “All of this is an integral part of the experience, featuring notes of rhubarb, shogayu, narcissus, and Haitian vetiver created through a collaboration between world-renowned perfumer Miroslav Petkov and SAFF & Co.,” explained Santi Tan.

 

 

The installation includes interactive activations for the public, where visitors can scan a QR code to participate in digital activities and redeem Morfosia vials during the exhibition. This activation is designed to create a multisensory experience enjoyable for everyone, from art enthusiasts to perfume lovers.

With these creative activations, SAFF & Co. hopes Morfosia will become a new symbol of evocative fragrance experiences.