FRAGRANCE LAB - LONDON - SELFRIDGES
PROJECT I: Fragrance Lab
BRIEF: Imagine your character distilled into a scent. An experiment into the future of in-store retailing. Enter the Fragrance Lab.
ABOUT: This new retail experiment perfectly exemplifies how customer habits, preferences and tastes, as well as their physical interaction, will be used in the future to develop a personalised service or product. In the future, brought forward with Fragrance Lab, browsing disappears and an alternative to both in-store and online shopping emerges. Customers don’t choose from a product selection, the product is created to suit them. The consumer’s physical presence and responses to stimuli and questions inform the alchemy of the fragrance to offer a more meaningful, multi-sensory and customised consumer experience.
For the first time, customers are able to enter the iconic Selfridges windows as part of the experience. Concealed from the outside world, they weave through a magical series of interactive zones, which will be used to analyse their character. The customers end the journey with a fragrance created by Givaudan perfumers, industry-leading sensory experts, that reflects their experience in the space. Not only does the scent encapsulate their character, but also the bottle shape, label and language.
"Fragrance Lab brings both experiential retailing to the heart of our store and a wonderfully creative way to celebrate fragrance." Linda Hewson, Creative Director, Selfridges