✨ 2025, A Year of Branding and Growth for MEDLEY
2025 was a meaningful year for MEDLEY in many ways. The direction we imagined when starting the brand became clearer, and MEDLEY’s own identity grew more defined.
It was also a year of deeper reflection on what it means to be a perfume brand that interprets fragrance through music genres, exploring the connection between scent and music, and how both can flow into everyday life.
We would like to look back, one by one, at the moments that shaped MEDLEY during this time.
🎼 Three New Perfume Designs, and What Comes Next
In 2025, MEDLEY completed the design of three new perfume bottle labels in collaboration with French designer Damien.
This project was an important step in preparing the next chapter of MEDLEY, as part of a collection of three new fragrances scheduled for release in 2026.
Each label begins with the mood and rhythm evoked by a specific music genre. We carefully considered form and texture so that the emotions of the scent could flow as naturally as a piece of music.
Going beyond a simple container for fragrance, we hoped to convey a sensory experience even in the moment of seeing and touching the bottle.
In terms of fragrance development, two of the three new scents have now been completed. Once development of the final scent is finished, MEDLEY will officially begin this new fragrance chapter.
As these scents were completed after a long process of feedback and discussion, we sincerely hope you look forward to what’s coming. 🙂
🌿 The Beginning of the Sachet Collection
2025 was also the year MEDLEY introduced its Sachet Collection for the very first time.
From planning to packaging and photography, every step of the process was handled internally, allowing us to carefully embed the details that matter most to the brand.
MEDLEY sachets began with a simple question: “Is there a way to enjoy fragrance more effortlessly?” They were designed with the goal of creating a scent that exists gently within a space, never overwhelming.
Whether at home, in a closet, or inside a car, the fragrance spreads softly, shaping the atmosphere of everyday life like background music. Invisible yet clearly present, we focused on crafting a scent that can be subtly felt rather than boldly noticed.
🎻 MEDLEY at a Classical Music Festival Market
On October 11, 2025, MEDLEY participated as a market brand at the classical music festival IAP Classical Road, held in Incheon.
At this event centered around the classical music genre, MEDLEY’s classical-inspired fragrances blended naturally with the music, offering audiences a new kind of sensory experience.
Among the many classical performances, interactive programs, and music-themed brands gathered at the market, MEDLEY was able to connect more closely with music lovers as a brand that bridges music and scent.
This experience marked the first step toward MEDLEY’s aspiration to meet people who love music at music-focused festivals and to share conversations about fragrance and music face to face.
🏙️ Busan AVIVERE Pop-up Store
From November 11 to 17, MEDLEY hosted a week-long pop-up store at the AVIVERE concept store in Busan, meeting customers in a new physical space.
This pop-up was designed to offer a more direct, offline experience of the scents and brand story that had previously been shared online. The space was curated so that visitors could discover the fragrances in person and immerse themselves in the world of MEDLEY.
Conversations with new customers in Busan, Korea’s second-largest city and a vibrant destination for travelers, became a valuable opportunity to clearly understand MEDLEY’s future direction and observe real-life responses in an offline setting.
Experiencing the fragrances firsthand and sharing the brand’s story through this pop-up marked an important starting point for expanding MEDLEY’s universe beyond Korea.
🤍 Looking Ahead
2025 was a year devoted to clarifying MEDLEY’s unique identity and taking the time to prepare for what comes next.
Through various activities, we were able to thoughtfully reflect on the direction MEDLEY wishes to stay true to, and the stories we want to continue telling.
In 2026, we plan to introduce the new fragrances currently in development, one by one, gradually bringing to life different ways in which music and scent can meet. Beyond the moment of experiencing a fragrance, we aim to convey MEDLEY’s sensibility in every encounter with the brand.
Moving forward, MEDLEY will continue at a thoughtful pace, focusing on activities and stories that can be remembered for a long time. We sincerely appreciate your continued interest, and hope MEDLEY becomes a brand that grows together with you.
Thank you.