The art of scent - An Exhibition of 'MacbookPro' fragrance

on

Everything is an artwork, includes smell. Smell is the thing that can be sensed by our olfaction. When we talk about smells, it usually refers to something and it is a supplement of something. For instance, smell of lavender, smell of a Chinese dish, smell of toilet, smell of armpit, smell of cigarette and etc. Sometime you will recognise an identity of someone based on a perfume smell. (That's why wearing perfume is so important for women) So it suggests that a smell is an attachment. Although the formation of an odorant, aroma or fragrance can be produced by mixing different chemicals or reforming the chemical structure, if you can't recognise that smell, it will mean nothing for you.

The most famous technology brand "Apple", what smell should it be?

A brilliant idea by Melbourne based artists Gavin Bell, Jarrah de Kuijer and Simon McGlinn who teamed up with Air Aroma to recreate scent of an Apple product being opened for the first time. They will host an exhibition on the 12th May 2012 in the West Space.

Aroslim cold fusion diffuser – anodised aluminium natural finish, scent of new Apple 13 Inch MacBook Pro replicated through Air-Aroma in the South of France 23 x 23 x 125.5 cm (3355 x 5660 x 3140)
Image from Macworld Australia
For me, I think this has a strong argument in terms of branding strategy. It's suggesting a brand should have a signature smell.


"Initially we were attracted to the idea of transforming a material object, both physically and symbolically, into one that was immaterial. We also have a current interest in the prevalent enthusiasm surrounding consumer technology, something Apple products can be seen as exemplifying. We’re interested in trying to understand the implications of this kind of thing, the meaning it has for people. 
With regards to the high success of the company, it can be largely attributed to the marketing of the brand and their particular combination of function and aesthetics. However, it also has a lot to do with what people want and how they see themselves. In a symbolic way, the work attempts to capture the ‘essence’ of the product in an effort to understand the aura surrounding it.
We were also considering the idea of what is ‘new’, particularly in current times of increasing obsolescence. The transience of a freshly opened product, of technological innovation and of trends and fashion in general, seemed to align themselves with the nature of smell, a transient and elusive medium. In a way the work will act as an archive, prolonging the lifespan of a particular point in time, allowing it to live on after the obsolescence of the laptop itself."  Interview by Macworld Australia.
Well, interesting isn't it? Are they going to recreate the scent of Steve Jobs? I'm interested in it.