Jo Malone London is taking fragrance discovery into the gaming world, launching its first-ever Fortnite activation to celebrate the arrival of its new Sea Salt & Bergamot Cologne.

The Estée Lauder Companies-owned fragrance house has teamed up with user-generated games and media company Chartis to create a custom coastal experience within Fortnite’s Minigame Box PvP map.

Developed by creators Birdo and Dagwummy, the two-week experience transforms the story behind Sea Salt & Bergamot into an interactive world centred on exploration, discovery and play.

And it makes sense for a fragrance inspired by the British coast.

Sea Salt & Bergamot is built around the feeling of being surrounded by the sea, with perfumer Mathilde Bijaoui combining bergamot at the top, a sea salt heart and a driftwood accord at the base. The result is intended to capture the freedom and energy of the British coastline.

Rather than simply putting the fragrance in front of gamers, Jo Malone London is using the Fortnite experience to translate that scent story into something players can actually explore.

“Consumers are looking for more personal and immersive ways to discover fragrance, through exploration and storytelling,” said Jo Dancey, Global Brand President of Jo Malone London.

Dancey added that the brand was drawn to the idea of bringing the adventurous spirit of Sea Salt & Bergamot into a world where consumers could experience it for themselves.

The fragrance officially launched on August 4 and joins Jo Malone London’s existing coastal-inspired offering, including the popular Wood Sage & Sea Salt Cologne.

There is, however, a clear distinction between the two. While Wood Sage & Sea Salt draws inspiration from the shoreline, Sea Salt & Bergamot ventures further out, with the brand describing its latest creation as being immersed in “wild waters.”

The new cologne is available in 10ml, 30ml, 50ml and 100ml sizes through Jo Malone London stores and its website.