12.29 Talks Scent Marketing
The scent of something, paradoxically, is ephemeral – but also unforgettable and evocative of the most potent emotions. Designers, artists and brands are starting to recognize this powerful stimulus that’s yet to be deeply explored.
Since 2009, the olfactory branding firm 12.29 has been scenting Design Miami/’s exhibition space with a bespoke watery, floral bouquet called Belle Ille, ensuring that the design experience of the fair covers all five senses. The scent is no simple feat, and is not merely a large-scale spraying of perfume. The fragrance is just as customized as the floating, cascading cylinders of Drift, Design Miami/’s entrance pavilion, and complements the venue’s visual, haptic and sonic textures.
New York-and-Paris based 12.29 partners with its clients to create distinct scents for placement in special events, private homes and retail spaces. They have collaborated with Lady Gaga, Purple Fashion, Corto Moltedo and others. These “olfactive identities” are own-able pieces of intellectual property, harnessing scent to influence commercial decisions or cultivate a mood.
