The #artSmellery Exhibit Interprets Famous Masterpieces with Scent
Laura McQuarrie — May 19, 2017 — Marketing
References: stedelijk.nl & adeevee
To demonstrate the great power that scent has on our emotions, memory and perception, Siemens set up a unique and aromatic art exhibit at the Stedelijk Museum Amsterdam.
For the #artSmellery, six famous works of art were reinterpreted using only scent. When visitors walked into the gallery, what they saw were blank canvases that they could not experience with their eyes. Instead, gallery attendees had to get very close to the framed art pieces and sniff. Some of the iconic art pieces that were part of this experience included the works of Roy Lichtenstein, Vincent van Gogh, Piet Mondrian and Marc Chagall.
Siemens set up this interactive art exhibit to promote the new sensoFresh odor removal feature on its washing machines, illustrating what a vital role scent plays in our day-to-day lives.
For the #artSmellery, six famous works of art were reinterpreted using only scent. When visitors walked into the gallery, what they saw were blank canvases that they could not experience with their eyes. Instead, gallery attendees had to get very close to the framed art pieces and sniff. Some of the iconic art pieces that were part of this experience included the works of Roy Lichtenstein, Vincent van Gogh, Piet Mondrian and Marc Chagall.
Siemens set up this interactive art exhibit to promote the new sensoFresh odor removal feature on its washing machines, illustrating what a vital role scent plays in our day-to-day lives.
Trend Themes
1. Interpreting Art with Scent - The #artSmellery exhibit showcases the power of scent in reinterpreting famous art pieces.
2. Immersive Sensory Experiences - Aromatic art galleries offer interactive exhibits that engage multiple senses.
3. Connecting Emotion and Perception - The use of scent in art galleries explores the relationship between scent and emotional response.
Industry Implications
1. Art and Museum - Art galleries can incorporate scent to create immersive experiences and engage visitors in a new way.
2. Consumer Electronics - Companies in the consumer electronics industry can explore the use of scent as a feature in their products, such as odor removal on washing machines.
3. Fragrance and Perfume - The fragrance and perfume industry can collaborate with art galleries to create scents that enhance and complement specific artworks.
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