'New Spring' is a multi-sensory art installation on display as part of Salone del Mobile, Milan's annual furniture fair. Created by Japanese architect Azusa Murakami and British artist Alexander Groves, who together make up the art and design collective known as Studio Swine, New Spring is a sculptural installation that emits carefully curated perfumes that smell like the first days of spring.
New Spring was conceived to coincide with Sakura, the Japanese festival that celebrates the blossoming of cherry trees in the first weeks of April. As such, the sculpture itself is an abstracted version of a cherry tree, and its branches puff out vapor-filled bubbles that contain the aforementioned perfume. Those bubbles were designed by Studio Swine to only burst upon contact with skin, meaning that they bounce off of clothing without releasing their scents.
Why This Trend Is Growing
- Multi-sensory Installations
- Creating immersive experiences that excite all the senses can influence people's perceptions and behaviors, making it an opportunity for experiential marketing.
- Scented Art Installations
- Using scents in art installations can create emotional and memorable experiences, making it a disruptive innovation opportunity for artists and designers looking to create interactive installations.
- Abstracted Art
- Creating abstract art that is highly sensory and interactive can provide new opportunities for artists, designers and marketers alike.
Industries Being Reshaped
- Art
- The art industry can offer immersive and innovative experiences by exploring the possibilities of multi-sensory installations with sound, smell and touch that leave lasting impressions.
- Design
- Designers can incorporate innovative approaches to their work through sensory design, creating designs that engage all the senses to maximize the impact of their work.
- Marketing
- Immerse people in products or brands with experiential marketing campaigns that feature sensory engagement at their core, provide customers the ability to interact with a product through their sense of smell, touch and sound to remain memorable.
