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SELFRIDGES’ FRAGRANCE LAB: AN ATTEMPT TO DISTILL YOUR CHARACTER INTO A SCENT

2 July 2014 |

Campaign and The Future Laboratory brought us an immersive experience taking visitors to a journey to let them find a scent matching their personality. The Lab was opened at London department store Selfridges.

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The Fragrance Lab was created as an audio-guided journey through spaces that were designed to intensify the senses.

The concept store in the south-west corner was transformed into a white space looking like laboratory with assistants in lab coats.

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Inside, visitors were involved into interaction with different items in the space that allowed creating an olfactory image of their personalities. On reaching the end, each visitor was presented with a scent by Givaudan that entirely matched their characters.

Your engagement with space is intuitive, – said creative director of Campaign Philip Handford. – You’re making choices as you go around and what you interact with impacts the fragrance that you’re given

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First the visitors passed the personality test with the help of multiple choice questions and pictures on an iPad.

They were given a set of headphones and an audio guide that talked to them through the entire journey in the laboratory.

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A calming voice persuaded the visitors to relax and control their breathing before they got to a staircase.

After pausing at the top, each visitor was guided into a dark space that was designed to clear the mind.

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Passing through to a space with mirrors and chest of drawers, the guide invited the visitor to open the drawers and smell different scents that were put inside. Those scents had to evoke particular memories.

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The following spaces were brighter and contained different objects and installations. There the guide asked the visitors to make their visual and aromatic choices.

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At the end of the journey all the visitors passed through a curtain and then a technician in a lab-cloth greeted them in an environment filled with faceted shapes, mist and copper tubes with a variety of different scents.

By this point, on the basis of decisions made before and during the journey, a specific fragrance was selected. Then technician explained the entire personality analysis and the reason the perfume was chosen for.

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