“What if Durian Became a Perfume?”
In February 2026, a new fragrance brand produced by FAMEME, Duri-Grance by FAMEME, will make its debut in Tokyo. At its core, the project seeks to overturn common preconceptions about durian’s pungent smell, to intervene in advertising media as a form of public art, and to experiment with new modes of expression. To give visual form to “scent”—an intangible, imagined notion—the project unfolds a series of durian perfume advertisements along the Skywalk, a covered moving walkway that links Yebisu Station and the Tokyo Photographic Art Museum. An heir to a family durian business, FAMEME adopts a cross-disciplinary approach, taking durian as a motif and drawing distinctly Asian sensibilities of scent, aesthetics, and gender into the work. Alongside the sequence of slogans that runs across each banner advertisement, an advertising installation connected with the first-floor space of the Tokyo Photographic Art Museum together builds a playful, fresh take on advertising as artwork. This multi-layered experiment moves beyond the commercial frame of advertising, crossing the boundary between smell and sight and quietly posing questions to our preconceptions and entrenched assumptions.

［Where you can see FAMEME’s works］
Ebisu Skywalk
(between JR Ebisu Station and Ebisu Garden Place)
Tokyo Photographic Art Museum exterior wall
Tokyo Photographic Art Museum, 1F Lobby / 2F Exhibition Gallery

Artist: FAMEME
Concept: Yu Cheng-Ta
Art Direction & Graphic Design: Kawano Midori
Photographer: Hirata Masakazu
Retoucher: Yoshioka Naoto
Make-up Artist: Matsumoto Nozomi
Production Management: Mikami Mariko
Special Thanks: Hanasaki Kaya, Aliwen