In his classic novel À la recherche du temps perdu, the writer Marcel Proust showed how you can be transported back to your childhood by a scent or taste. For Proust, it was a small cake called a petite madeleine that did it. For Akro's Olivier and Anaïs Cresp, it's the lemon cupcakes at Carnaby Street's Crumbs & Doilies.
Whenever they're in London, they make a pilgrimage to the renowned bakery, looking for that transportative experience - one that reminds them of long lost days, trips to the United States and those cosy afternoons hiding from the chaos of Central London. In honour of the Crumbs & Dollies cupcakes and the evocative power of sweet treats, Akro has created a new fragrance: BAKE, a scent to remind you of a childhood treats and better times.