DKNY 24/7 Eau De parfum


Inspired by the relentless energy of New York City, this blockbuster fragrance was envisioned as a bold expression of modern luxury. The centerpiece is a sculptural chrome hourglass bottle that symbolizes the continuous flow of time a tribute to the city that never stops moving. Pushing the boundaries of design and engineering, the innovative glass cap and base were meticulously developed to achieve the bottle's perfectly balanced hourglass form, resulting in an iconic object that is as much a work of art as it is a fragrance.
the challenge
The design needed to balance bold aesthetics with technical feasibility, requiring innovative engineering to achieve the seamless chrome hourglass silhouette and precisely balanced glass cap and base without compromising functionality or manufacturability.
By combining engineering innovation with distinctive design, the packaging elevated the consumer experience and established a memorable, ownable identity that stood apart in the prestige fragrance market. The design's innovation and craftsmanship were further recognized with a 2025 PENTAWARDS SILVER AWARD, celebrating excellence in packaging design on an international stage.

ROLE: CREATIVE DIRECTOR
AGENCY: JMD

