About our Work

In a longstanding design collaboration that spans Justin Bieber’s fragrance portfolio, McGregor brings architecture, charm and narrative to the bottle of The Key. The crisp, sculptural white flacon is pierced by a gold-plated plate embossed with the star’s name, its sleek geometry speaking of modern confidence and youthful clarity. Draped around the neck is the signature key-charm: a tactile emblem of access and connection that doubles as a wearable keepsake for fans. This removable charm, hanging from a fine gold chain, cleverly anchors the design’s storytelling layer—symbolizing the unlocking of belief and aspiration that the fragrance embodies. With pristine finishes, thoughtful proportions and an elevated jewellery-like detail, McGregor’s design transforms the celebrity fragrance into a collectible object of identity and intention.