In this interview, meet MICHAEL PARTOUCHE – aka ‘Dr. Mike’ – founder of ROOM 1015 and its burst of countercultural spirit. A musician and trained pharmacist, Michael channels his diverse influences into the brand, which stands as a bold symbol of rebellion. Drawing inspiration from the rebellious currents of music, alternative philosophies, and spiritual practices, ROOM 1015 captures the essence of the infamous hotel room that defined Rock ‘n’ Roll history. The brand transcends boundaries, blending the punk movement, artificial paradises, the sexual revolution, and transcendental meditation into unique scents that evoke nostalgia and celebrates total freedom.
So, Michael, can you tell us about your background and personal journey that led you to perfumery and ultimately to the creation of Room 1015? What is the brand’s ethos?
I began my journey as both a pharmacist and a musician. After completing my studies, I was fortunate enough to leave my pharmacy career behind and pursue music full-time with my band. This led me to London, where I embarked on extensive tours, recorded albums, and collaborated with incredible artists along the way. When the band eventually disbanded, I sought a new direction that would allow me to merge my background in chemistry with my passion for music, art, and counterculture—elements that have always inspired me. This pursuit gave birth to Room 1015, a brand that encapsulates the balance in my life, resonating with the essence of the Punk movement, artificial paradises, surf culture, meditation, and other expressions of freedom and rebellion.
Can you share stories about scents from your personal collection that hold significant meaning for you? What notes, ingredients, or themes are you most passionate about?
One of my most cherished scent memories dates back to when my dad gifted me my first real guitar—a Gibson—when I was just 11 years old. I vividly recall the aroma of the wood, the lacquer, the metallic strings, and the synthetic case. That scent has become my personal “madeleine de Proust.” Even today, whenever I open a guitar case, I’m instantly transported back to that moment. This unforgettable memory inspired me to create a fragrance called Electric Wood, the first scent I developed for Room 1015. It features notes of cedarwood, oak wood, sage, lemon, and musk.
The themes that resonate most with me are always tied to freedom and rebellion, which is reflected in my favorite notes: incense and leather. Recently, I’ve also taken a liking to wearing watermelon, as featured in our new fragrance, Wavechild.
How are music and counterculture related to Room 1015’s creations in practical terms? How do you go about choosing and briefing the perfumers you collaborate with?
My London-based friend Pat Dam Smyth, who was also in my band back in the day, and I never stopped writing music together. When I launched Room 1015, we started composing music for the campaigns, and it soon became a tradition where each fragrance had its own original track that captured its essence. Over time, we accumulated so many demos that we recently decided to form a band. It’s called Death Drive (@deathdriveband), and if all goes as planned, we’ll be releasing our first single this fall.
When it comes to selecting perfumers, the story behind each scent guides me to choose the perfect match. Recently, I’ve been collaborating with Jérôme Di Marino, and we’ve created some beautiful fragrances together, including Wavechild, with more on the way. I’ve also worked with Jérôme Epinette (Cherry Punk, Sonic Flower, Ten Fifteen, Hollyrose), Serge de Oliveira (Sweet Leaf, Purple Mantra), and Anne-Sophie Behaghel and Amélie Bourgeois (Electric Wood).
It’s all about finding the right connection—someone who understands you in an instant, whether in music or fragrance. It’s rare, but when it happens, the creative process becomes incredibly powerful!
What is your most popular fragrance, and the most polarizing? Could you share a memorable story from a customer or two who were impacted by one of Room 1015’s creations?
Wavechild and Cherry Punk are our most popular fragrances, but they are also the most polarizing due to their distinctive notes like watermelon and cherry. I’m particularly proud of Cherry Punk because when I developed it in 2019, the cherry trend hadn’t yet emerged. In 2020, when the pandemic hit, I feared the worst for the business with stores closing down. Despite this, I decided to launch Cherry Punk online, not expecting much given the circumstances.
To my surprise, it quickly gained traction. With people around the world in lockdown, they began seeking out little joys, and Cherry Punk became one of them. The positive feedback poured in, and the demand grew as more and more people discovered and loved it. Two years later, other brands began to chase the cherry trend, but I’m thrilled that Cherry Punk remains one of the most beloved cherry fragrances in the niche market.
While I’m not interested in awards, seeing people enjoy my creations, whether in fragrance or music, means everything to me.
What future directions do you see for Room 1015? How will it continue distinguishing itself from an overflow of fragrance brands? Any upcoming projects you’re excited about?
I will continue to stay true to my vision, creating fragrances inspired by unexpected stories, free from the constraints of marketing rules. This is art, and it will remain that way. I believe that’s why people resonate with the brand—because there’s no pretense. I’m genuinely excited about our next launch this spring, but I can’t reveal too much just yet, you will have a preview in December at ScentXplore ☺
What mark would Room 1015 like to leave in history?
Our legacy would be one of creativity without compromise, where each fragrance is a piece of art that resonates with those who seek something genuine and unexpected. We want to be remembered as a brand that defied conventional norms and created scents that not only evoke emotions but also tell stories—stories that inspire freedom, rebellion, and authenticity.
In 2 or 3 words, how would you define perfume?
Wearable Story.
Michael, thank you for your time and for sharing valuable insights with us. Would you like to add something before we wrap up?
Smell y’all later!
Xx
Follow Room 1015 on Instagram: @room1015fragrances
Check out Room 1015: https://room1015.com
(images cortesy of Michael Partouche)
