Designer Derek Lam has launched a new fragrance collection, 10 Crosby, but the industry is buzzing abiout the unusual launch party – a movie screening at the Anjelica Film Center in New York City.

Each of the ten fragrances are represented with a different color, which looks striking against the sleek white overshell that encases each glass bottle. Each fragrance also has its own short film, to represent a different “New York moment.”

There is also a collection of all ten fragrances sold as a set, in trial size packages.

Shown above is Hi-Fi, which is lavender and contains Pink Peony and French Narcisse; Rainy Fay, green, with Vetiver Haiti and Neroli Tunisia; and the amber Looking Glass, with Chinese Magnolia and Tonka Bean Madagascar.

Here’s a trailer with scenes from all ten short films, named after each fragrance.