Yesterday made it all real. 

Sarah and Nick went to London’s Docklands for a preview of Elvis Evolution, the new immersive experience based on the life of Elvis Presley, and for the first time, got to smell one of the most exciting projects we’ve ever worked on, out in the wild.

As with many of the intriguing things we do, this one had to be kept firmly under wraps until it was ready to launch. But now we can finally say it: Sarah has made a fragrance for Elvis.

If you’ve ever wondered what the King of Rock ’n’ Roll might have smelled like, you don’t need to wonder anymore. The scent has been made.

When Sarah is creating a fragrance for a person, place or time she likes to delve into both historical accuracy and imaginative creations. With this scent, she was aiming for something Elvis would and could have worn at his iconic 1968 concert, a show that has been described as the ‘greatest rock performance of all time’.

The scent was created to capture Elvis at his best, the way he was when the world fell in love with him, and the way younger generations are discovering him now, and still being blown away by his magic.

This scent is part of what makes the experience multi-sensory. It’s woven into the atmosphere of the show, adding another layer to the story, in possibly the most intimate part of the show, Elvis’s Dressing room.

We went close in style to the fragrances which he wore. But the full story will be released by the event’s PR department soon.

The idea was never to make a perfume about Elvis, or a novelty scent. It’s something Sarah believes he would have actually worn.

We hope it blends in so well with the story that you don’t even notice it’s perfume; you just notice that something feels right.

You can't buy it yet, but we're working on it. There’ll be an update soon about what’s happening next.

While you wait, you can book tickets to Elvis Evolution and have a sniff  while enjoying the marvellous experience - Elvis Evolution