Niche line Bond no. 9 recently launched Park Avenue South, the brand's latest fragrance inspired by a New York City neighborhood. Park Avenue South is "an eau de parfum celebrating the city’s newest, most scintillating and most happening street...[and] the neighborhood’s fresh, flirtatious, insouciant spirit" with notes of green apple, peach, jasmine, musk and dry amber.
The promotional materials for Park Avenue South describe this particular bit of Manhattan as "New York's latest happening turf, full of condos with pools, of-the-moment restaurants, chic hotels, and frenzied real estate panache." That sounds like a part of town I'd avoid at all costs. I suppose Bond is latching onto this strip's identity as an alternative to the old-money style of upper Park Avenue, which Bond commemorated back in 2003 with notes of delicate white florals.
In any case, if you're not a New Yorker or even a visitor from out of town, what kind of impression does this fragrance make? It's definitely youthful and upbeat. It's also a bit "front-loaded," designed to smell most appealing at first spritz on skin or a paper blotter. The green apple note is tart and crisp, but very brief. It's followed by lots of peach, and this peach smells like some kind of genetically engineered fruit that has no pit, no sticky excess juice, no bruised spots — just sweet flesh. The peachy heart very gradually gives way to some clean (almost dry-cleaned) jasmine and a very sheer amber in the base. There's just a whiff of sourness late in the game, but Park Avenue South lasts longer on the skin than you might expect for a fragrance centered on a fruit note. Its timing as a spring release is perfect, and it will appeal to many shoppers at Bond counters.
Bond no. 9 Park Avenue South is, basically, a good-smelling peach fragrance at a luxury price point. If that sounds worthwhile to you, by all means give it a try. If you're in the mood for a niche peach scent with a little more of a floral aspect, you might sample By Kilian Flower of Immortality or Keiko Mecheri Peau de Pêche; if you're on a budget, you can always scope out the peach-themed offerings at The Body Shop or L'Occitane.
In a strange way, Park Avenue South really is suited to the aspect of its namesake street that Bond wants to highlight: it's trendy, bright, unburdened by history. This made me feel slightly sad. In the Manhattan of 2015, picturesque Victorian brownstones and grand pre-war apartment buildings are being dwarfed by sleek new glass towers of luxury condominiums. Bond no. 9 used to release fragrances like Chinatown and Broadway Nite; now we get Park Avenue South. That's progress for you.
Bond no. 9 Park Avenue South sells as 50 ($200) 100 ml ($295) Eau de Parfum. A matching candle and body cream are also available. For purchasing information, see the listing for Bond no. 9 under Perfume Houses.