Perfume Scientists Turn Shoppers’ Movements Into A Custom Scent
Selfridges offers an audio-guided installation that ends with a perfume being created based on people's reactions to the space.
If you’ve ever wished to have your own signature fragrance, London-based department store Selfridges has just launched an experience you won’t want to miss. The Fragrance Lab, is an audio guided scent journey designed to highlight the beauty of each person’s individual scent. It is part of Selfridges 6-week long ‘Beauty Project’ campaign, that explores the definition of beauty and what it means in society. In addition, The Fragrance Lab Along seeks to merge on-line and in-store experiences into the retail environment.
Customers taking part in this 15-minute long journey head into a redesigned wing inside of Selfridges that has been made to look like a lab, and even features white-coated ‘lab assistants.’ These assistants provide you with an iPad where you take a multiple choice question and picture personality test. When you’re done, you are given a set of headphones that directs you through several different spaces where you are presented with pleasant and unpleasant smelling scents, and instructed to interact with items designed to heighten the senses. Between each room, your nasal passage is cleansed by coffee beans, and in the end an assistant will present you with your custom fragrance as well as explain the personality analysis and why the perfume was chosen.
The Fragrance Lab was created in collaboration with customer experience experts Campaign, and will operate until June 27th. Tickets are £65 and include a 50ml bottle of your signature scent. Those interested in the ‘express’ experience can receive a custom fragrance based solely on the iPad-based test.
The Fragrance Lab // Selfridges