A New Bond Street

New Bond No. 9 fragrance. Courtesy photo

Bond No. 9’s home base, Bond Street, used to be a quiet, modest NoHo side street.

No longer.

Suddenly, it’s a hotspot, thronged with see-and-be-seen young celebs and attendant paparazzi. So, New Bond Street — an impudent gourmand scent just for them — followed suit.

“Here at Bond No. 9, we’ve always loved the low-key, unassuming, out-of-the-way NoHo side street that’s been our headquarters and flagship since 1999,” according to a press release. “Today, this two-block cobblestoned stretch is no longer unassuming. Sure, it still exudes a vintage Downtown vibe. But dramatic changes have taken place on Bond Street.”

Already on counter, the new fragrance is a “rich, strong, very sexy, multi-sexual gourmand [scent] with an unmistakably impudent punch.” It starts out with a wake-up call: citrusy bergamot, pepper and dewy muguet, the only floral in this scent. Then come the edible mid-notes: soothing cocoa, high-energy coffee beans and creamy chestnut. And finally, exotica: lingering patchouli, vanilla and sandalwood, mingled with feral leatherwood.

“Like its locale, the New Bond Street superstar bottle couldn’t possibly be more of an of-the-moment fashion statement: a fierce black leopard print resides on an arrogant, totally unexpected fire-engine, million-dollar red background, with the Bond No. 9 token logo front and center in gold relief,” the release said. “Talk about impudence!”

The New Bond Street 100ml bottle is $405, or $485 for the New Bond Street Swarovski Limited Edition. For more information, visit bondno9.com.