In October 2008 50 students were invited by Clive Christian (makers of the World's most expensive perfume) to interpret three of its perfumes into a classical piano composition. Nine finalists from 50 submissions were chosen to play at The Britten Theatre at the Royal College of Music on 4 February 2009. An esteemed panel of judges including Lord Robert Winston, Clive Christian and Gillian de Bono chose three finalists, each who one a generous cash prize. The select audience chose one overall winner. Simon Cowell's band Escala played a special guest performance.

To open up a competition using the resources of a conservatoire such the Royal College of Music to interpret the perfume of Clive Christian into classical music and have the attention of select media that supported the arts in the process. In addition, the project catered to the perfume's luxury client network which was largely UK and US based.

The evening resulted in a select 400 strong audience which ultimately involved Steinway, Fortnum & Mason and Barclay's Wealth. The entire event and project from inception to semi-finals and judging was created by Three's A Crowd plc who worked closely with Clive Christian perfume. The event was covered in the lead up by BBC's Front Row, Lifestyle Magazine, Fortnum & Mason, Steinway magazine and RTL channel. The event managed to cater to Clive Christian's international client base.

This was unique, groundbreaking and highly original. Perfume had never been interpreted into music and presented in this way before. The event itself was magical and the brand managed to penetrate a very high net worth audience in a very subtle way and provide them with a highly engjoyable and memorable and elite experience. It made an intangible product like perfume highly tangible. The whole event was put together in stages so the client only had to provide initial working capital and Three's A Crowd bought complementary sponsors in to work with the initial brief.