Cartier's 'ONSI' is a Cube That Imagines the "Scent of the Sky"
Laura McQuarrie — November 3, 2017 — Marketing
As a creator of fine jewelry, watches, accessories and fragrances, Cartier is now creating "olfactory experiences" through what it calls an 'Unidentified Scented Object,' or 'OSNI.'
The 'OSNI 1' from the upmarket retailer is installed at the Bassin du Palais de Tokyo in Paris and was created by Cartier's in-house perfumer. 'Le Nuage Parfumé' (The Scented Cloud) aims to capture the essence of the "scent of the sky" through an artificial cloud that holds the aroma, which can be experienced by climbing a winding staircase. In terms of what this smells like, it is based off an existing scent from called L’Envol.
Many brands are now creating artful scent-based experiences for consumers because the ties between emotion, memory and scent are so strongly linked.
The 'OSNI 1' from the upmarket retailer is installed at the Bassin du Palais de Tokyo in Paris and was created by Cartier's in-house perfumer. 'Le Nuage Parfumé' (The Scented Cloud) aims to capture the essence of the "scent of the sky" through an artificial cloud that holds the aroma, which can be experienced by climbing a winding staircase. In terms of what this smells like, it is based off an existing scent from called L’Envol.
Many brands are now creating artful scent-based experiences for consumers because the ties between emotion, memory and scent are so strongly linked.
Trend Themes
1. Artful Scent Experiences - Creating immersive scent-based experiences for consumers that tap into the connection between emotion, memory, and scent.
2. Experimental Fragrance Installations - Developing unique and innovative fragrance installations that offer a sensory journey for consumers.
3. Unidentified Scented Objects - Introducing mysterious and captivating scented objects that transport consumers to new olfactory worlds.
Industry Implications
1. Luxury Retail - Incorporating artful scent experiences to enhance the luxury retail customer journey and create immersive brand experiences.
2. Fragrance and Perfume - Creating experimental installations and unique fragrance concepts to engage consumers and differentiate brands in the competitive fragrance industry.
3. Art and Design - Collaborating with artists and designers to explore the intersection of scent, emotion, and memory, creating multisensory art installations and experiences.
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