Fragrance house

El Morocco

El Morocco Perfumery is the first in-house brand of Flower Shop Perfumes Co., founded by the company’s co-founders Lillian Shalom and Isaac Lekach. Its premise draws on El Morocco, the Manhattan nightclub opened by John Perona in the early 1930s and associated with zebra-striped banquettes, celebrity photography, and an exclusive nightlife culture. Rather than presenting itself as a Moroccan heritage house, the fragrance brand reimagines the club’s café-society world as a contemporary olfactory experience. Its creative development included research into the original venue, from collected memorabilia to reproduced period details such as typography and cigarette-case references. The debut collection comprises five fragrances, each connected to an element of the club’s history, patrons, music, or address, and was initially introduced through a travel discovery set. Gala provides a direct link to the venue’s past: the original El Morocco offered a fragrance by that name, and the modern version revives the reference despite the loss of the earlier formula.