We identified a new narrative for Millennials’ relationship with perfume, and focused on storytelling as a means to engagement. Young, American women were interested in perfume’s sensorial and alchemic origins, its craft and connection to the natural world, as well as learning how to wear and personalize it to their own style. Our primary focus: how can we present the product in a way that encourages interaction and discovery, and inspire a new attitude towards perfume?
“The D4D helped us achieve an interactive exhibition beyond our wildest dreams. It was a true partnership born out of respect, fun and visionary thinking. We’ve inspired the entire perfume industry.”
VP OF CREATIVE MARKETING, FIRMENICH
The goal became a pop-up activation that would provide a new point of entry for the audience and an opportunity to experience the world as a perfumer does. Our design process began with scent, working closely with the perfume team at Firmenich to explore how fragrance, media, interactivity and physical space could combine to create a truly multi-sensory exhibit. Over twenty original fragrances were created: evoking early memories (Bacon and Biscuits, Summer Vacation) or bringing dreams to life (floating amidst the clouds, witnessing the big bang.)
Works-in-progress: variations on perfume intensity and profile.
We amplified each fragrance with its own original content experience, including ultra-widescreen videos, soundscapes and interactive experiences driven by our custom technology that measures and visualizes a live sniff, realized on laser-cut projection screens and 3D printed sculptures. It was all framed by an architectural narrative that moved participants through immersive group experiences, like First Scent, to individual encounters, like Lucid Dreams, ending as a complete multi-sensory re-imagining of how the sense of smell inspires our lives.
Video: A sketch of the First Scent content experience.
Ultimately, the Sensorium was not simply a competitor to the traditional methods of perfume marketing that repelled our audience, but rather a completely new starting point from which they could sense, learn about, and engage with fragrance in a whole new light.
“Overall, Sensorium provides a great example of how a brand’s presence can be empowered by walking the fine line between education and entertainment.”