Moëhr Honours Grand Hotel Origins in 'Carry the Heritage' Film

Moëhr, the historic fragrance house originally founded in 1881 at the Grand Hôtel de Monte-Carlo by perfumer Nestor Moëhr, has opened a new chapter under the direction of brothers Vincent and Nicolas Poylo. Revived after years of research, the house reclaims its place in contemporary perfumery with a distinctive creative vision rooted in heritage and craftsmanship.

To mark the release of its Eaux de Parfum collection, Moëhr unveils its campaign film, Carry the Heritage, shot in Monaco and directed by Jasper Cable-Alexander from DROOL Productions. This inaugural manifesto introduces the Moëhr universe through a colourful, theatrical, and mischievous short film. The film stars Lilou Ruel, world champion freerunner, whose recent appearance in the Paris 2024 Olympic Games opening ceremony brought her to international attention. She is joined by a cameo from Mauro Colagreco, the three-Michelin-starred chef and leading figure in haute gastronomy.

The narrative follows a bellhop at an imagined Grand Hôtel de Monte-Carlo, tasked with delivering a fragrance to hotel guests. What begins as a composed act of service quickly transforms into a dynamic and unexpected journey, as the bellhop reveals herself to be a fearless stuntwoman. Blending elements of delivery, chase, and physical comedy with subtle nods to silent film traditions, the film captures a tone that is both elegant and playfully irreverent.

Vincent Poylo, founder, Moëhr says, “Moëhr blends a subtly burlesque spirit with the elegance of historic hospitality, shaped by our upbringing in a hotel. That perspective guides a refined yet playful approach to creating short, collectible fragrances inspired by the house’s original mission. We bring our imagined Grand Hôtel to life through a cinematic visual language drawing on architecture, gastronomy, and a whimsical mix of vibrant colours and characters. At its core, Moëhr is about playful storytelling and unexpected collaborations with artists and athletes, creating rich, detail-driven content rooted in genuine creative relationships.”

​Jasper Cable-Alexander, director, DROOL Productions says, What starts out as a simple task turns into this little chase, kind of funny, a bit strange. Like those old silent pictures where everything’s moving but nobody’s explaining anything.I love that feeling. When it’s playful, but there’s something else underneath. Something you can’t quite name. Möehr has that. It draws you in. You don’t need to understand it, you just go with it. And that’s a beautiful thing. I’m real happy to have been part of it.”