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great outreach programs where they try to get different communities interested in the game and it's necessary. Some responsibility is also on the current players to make sure they market the game well and that it keeps growing and opens access to people who can't usually play." Similarly, his next venture is one that has been in the works for almost two years and came to him soon aer recovery. Lundqvist partnered with woman-owned Swedish fragrance brand Morgan Madison and launched his exclusive line called "Next Chapter." In the early stages of creation, Lundqvist was in the lab testing as many as 25 scents. In a back and forth process of elimination, they whittled the selection down to ten and eventually, the two final scents. e process also had them traveling back and forth between Sweden and New York. "We had so many 'tastings' as I call them, and we spent 15 or 16 months creating the fragrance alone." Lundqvist was also part of the packaging design process of the fragrance bottle which was craed by Swedish glasswork brand Orrefors. It's an avenue he's never crossed, but he was up for the challenge. "Sometimes it's about the details that make a product or experience great…if you want to do something well you have to commit to the process." It's no surprise that Lundqvist, who has been dubbed the "best dressed Ranger" for his dapper style and is well known for his perfectly coiffed hair, dove into a fragrance partnership. His expert eye for detail and lifelong focus on quality is a natural ability that permeates any project he touches. "I've worked with other brands before but I never created something that reflected me that was created from scratch. I love fragrances and I was one of the only guys who ever traveled with a fragrance. How you dress and your scent VUENJ.COM 65

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