Parfum en Scène interview on INFLUENCIA
Parfum en Scène a été interviewé sur le concept de Scénographies olfactives par l’agence de communication La Société Anonyme, pour le trendmag INFLUENCIA./ Parfum en Scene agency was interviewed about Scent Design by the communication agency La Societe Anonyme, for the trendmag INFLUENCIA. Retrouvez l’article français sur ce lien / You can read the english article bellow:
SCENT DESIGN, THE NEW EXPERIENTIAL HARVEST OF THE CONSUMER
If, as Patrick Süskind affirms in his celebrated The Perfume, “our language is useless for describing the world of scent,” then scents and smells need no words in order to decorate an atmosphere, a place or an event. An essential element of modern scenography, combining tradition and innovation, scent design transports us, animates us, and, we must admit, brings us profit.
Scent design is steadily further and further integrated in advertising campaigns. It plays on perception and completes the consumer’s experience by beckoning to his imagination and simultaneously, his memories. Scent equals memory, and, as the celebrated Madeleine of Proust, it provokes reminiscences, it brings the consumer to tell himself a story. With its evocative power, it creates an intimate rapport between the brand and its consumers, which directly spurs consumption. Brands such as Abercrombie & Fitch and Zadig & Voltaire have worked tremendously towards the development of scent designs for their boutiques, which are uniquely distinct from the millions of others in existence. Scent represents an integral part of the brands’ DNA and allows an immediate identification of and with the brand. As for scented candles found in certain boutiques, The Kooples, whose scented candles were designed by the celebrated house Cire Trudon, allows the consumer to prolong his brand experience in the comfort of his own home by recreating the scents discovered in the boutique.
This sensual grooming, until now an accessory, doesn’t stop here. It further represents an essential component when places and events are conceived. The scent design agency Parfum en Scène, a specialist in scent scenography, has most notably recreated the sensual environment of the Pharos of Ancient Egypte for the representation of Aida by Verdi by The Open-Air Operas. Moreover, the scent screen does not end here. For the Brazilian shoe brand Praiaz, the scent emitted by its shoes represents an essential dimension of not only the shoes, but of the brand itself. Here, the coconut perfume is a one-of-a-kind distinguishing feature, recalling the refreshing smell of sun-bathed beaches in Ipanema. Perhaps the most unusual concoction yet arose when Parfum en Scène crafted the scent of a stadium lawn for a football-themed exhibition entitled “In the Air of the Stadium.”
Interview with Clémence Besse, co-founder and Fragrance Expert of the scent design agency Parfum en Scène
1) What do advertisers seek when they call upon Parfum en Scène?
Scent design lends itself to projects and communication pertaining to brands that wish to create an atmosphere full of dreams and emotions, to surprise, to innovate. Our clients, by conceiving of a scent design for their business, wish to develop a new sensory dimension heightened by a new smell, without compromising the authenticity and the emotions already in existence, in order to communicate their identity and their own story. Our clients seek from Parfum en Scène an expertise in the design of creative perfumes of exceptional quality, perfumes that highlight the mood of their boutiques, and an overall scent design to complement their brand image.
2) Do you receive precise instructions or do you yourself lead every aspect of the projects you undertake?
Everything depends on the client and his or her proximity to the world of perfumery. Most of the time, we have specific instructions that are in accordance with the existing atmosphere of our clients’ boutiques, with the identity of the place in question or with the brand, but they are generally not oriented in terms of the overall intended scent. It is our team here at Parfum en Scène who works on the development of perfumes and who proposes numerous and varied ideas for scents to our clients. The client, on the other hand, generally takes charge of all the technical aspects, the schedule of scent diffusion, the intensity of the scent and whether or not the scent is complemented by a visual display.
3) What is your definition of “scent scenography”? And what place does it occupy in general scenography?
The expression “scent scenography” is the physical, technological and aesthetic manifestation, and the spatial organization of a scent design. The development of a scent scenography involves the choice or the custom-design of many perfumes for a particular place, the choice of a good diffuser in accordance with the technological and aesthetic criteria established or of the scented product (i.e. candles), and the orchestration of the perfumes’ diffusion through space and time. For example, a floral jasmine perfume with a light amber undertone would be diffused at dusk in a hotel lobby, whereas a springtime perfume scented with wild orange leaves would be diffused in the morning.
We can play around with the different times of day, the seasons and events… And just as music with its occasional silent note, it is also very important to leave certain areas unscented when designing scent scenographies! This is a must in order to benefit more from scented areas, and in order to avoid saturating the atmosphere and the noses of passers-by… And in this concept of scenography, Parfun en Scène places much importance on the visual power of scent, and thus on the design of its diffusers.
It is crucial that the scent scenography perfectly integrate itself into the general scenography of its surroundings, visual and sonorous, in order to render the final message coherent, harmonious and attractive. Senses both communicate with and complement one another. Parfum en Scène thus works very closely with elements of merchandising, decoration and design in order to integrate the scent once the entire general scenography has been developed. When a new project is born, we work hand in hand with the other actors needed to produce the final product.
As part of this concept of multi-sensorial harmony, Parfum en Scène has formed liaisons with designers, one sound designer, one pianist and a photographer in order to propose the most complete, cohesive scenographies to its clients.
4) How should one analyze this new tendency towards scent scenographies? What does it reveal about consumers?
Scent scenography consists of a sensorial installation that communicates with all the other senses and enriches the surrounding atmosphere. In our world where the virtual dimension grows progressively larger and larger, we observe a return to more intense experiences, sensorial messages that carry a certain authenticity and true sensations. As Lidewig Edelkoort, known for his research on new and upcoming trends, expresses, scent design presents a return “to primary and intense experiences” and goes hand in hand with the current trend of a philosophy that highlights a fresh, authentic life, a return to our roots, the quest for a complete experience, including the actual act of consumption, which must constitute a strong emotional experience, with lasting memories that create a sense of fidelity. Scent scenography completely subscribes itself to this desire to transform centers of art, tourism, sales and events into centers of complete sensory experiences that are coherent, in which the details of placement of the diffuser, of the intensity of the crafted scent and the timings of scent diffusion count as much as the choice of the scent itself.
5) What is the future of scent design?
Scent design seduces progressively more and more fashion and design brands, concept stores, hotels, and restaurants, both in France and abroad…It touches every area in which the design, the music, the sensuality or the decoration maintain importance. As explained by sociologist Gilles Lipovetsky, “the act of consumption no longer suffices, the act of consumption must constitute an emotional experience, and in the face of tactile and visually saturated stimulations, scents and smells act as a true instrument of differentiation.” Directly linked to the limbic system, the portion of the brain that plays an essential role in creating emotions and developing memory, the sense of smell possesses an exceptionally strong power of evocation…it is therefore a sure wager that our future will be heavily scented!