Diptyque Foundation Expansion

Launched in 2025, the Diptyque Foundation exists to cultivate the imagination at the heart of society — supporting artistic creation and environmental action as forces for the common good. Its five-year mission runs across three programmes: the Conservatoire poétique du vivant, protecting botanical heritage with partners such as the National Herbarium at the Muséum national d’Histoire naturelle, the gardens of Villa Medici, the École nationale supérieure de paysage de Versailles and the Serre de la Madone; De la Nature à l’Œuvre, funding artistic research between art, science and scent; and Les Petits Apprentis du Vivant, fighting “plant amnesia” among young people.

The work is real — but quiet. Most people who love the brand have never heard of it.

So this is a three-step expansion built to drive awareness: immersive installations that take the Foundation into cities, a children’s book series that turns its education programme into a story kids ask for, and a treaty for plant rights that gives the mission a public, ownable stance. Culture first, campaign second — each step gives people a reason to talk about the Foundation, not just read about it.

STEP ONE: Immersive art installations

A series of multi-sensory installations in key cities worldwide, starting with Paris — London, Tokyo and New York follow.

Each one reflects Diptyque’s three pillars: protecting botanical heritage, promoting artistic research, and fostering reconnection with nature. Art, science and nature blend into a poetic, educational experience for loyal customers and new audiences alike.

Breathing new life into forgotten spaces, species and stories — turning the Foundation into a cultural movement that doesn’t just raise awareness, it rewrites humanity’s contract with nature.

STEP TWO: ‘The Atlas of Forgotten Botanics’ book

Les Petits Apprentis du Vivant (The Little Apprentices of the Living) becomes an illustrated children’s book series, translated into multiple languages, featuring Leon Floraison — a curious character who takes young readers through plants, gardens and ecosystems.

Each chapter blends storytelling, education and creativity, while quietly introducing gardening as a meaningful, artistic profession. It becomes a cornerstone of Diptyque’s educational work — helping children combat “plant amnesia” in a fun, memorable way.

The ambition: grow it into a franchise — new books, short films, products and experiences — with schools, libraries and environmental organisations bringing it into their programmes.

• Botanical facts: easy-to-understand facts about plants, ecosystems and biodiversity, woven into the story.
• Creative activities: DIY in every book — planting seeds, making nature art, building a mini garden.
• Career spotlight: Leon shows kids the craft and creativity of gardening as a profession.

Les Petits Jardiniers seed kit

The book’s companion object: a child-friendly sowing kit with everything a young gardener needs to start — botanical motifs, high-quality materials, a touch of Diptyque’s elegance, and lessons on plants and ecosystems along the way.

• Tactile memory: planting heritage seeds (like Menton’s vanilla orchid) creates episodic memories tied to smell, touch and care. Muscle memory defeats digital amnesia.
• Scent as a time machine: scent strips match Diptyque’s perfumes (Do Son’s tuberose = the Haitian conservation story). Fragrance is the last sense we forget.
• Slow education: seeds take weeks to sprout — practising attention in an instant-gratification world.

STEP THREE: ‘The Floral Constitution’ — UNESCO x Diptyque

The world’s first living, evolving treaty for plant rights — drafted by children, guided by scientists, sealed with seeds, in partnership with UNESCO.

It turns the Foundation from benefactor into global legislator of beauty: every product launch can fund an article, every boutique can host a ratification.