AI you can breathe in

In Los Angeles, the immersive Dataland museum will open its doors on June 20 with an unprecedented sensory experience developed in collaboration with L’Oréal Luxe. Exclusive partner of the venue conceived by Refik Anadol and Efsun Erkılıç, the group will unveil twelve olfactory creations inspired by the Amazon rainforest, released in real time according to the artworks displayed and visitors’ movements.

Developed by L’Oréal’s Fragrance Métier teams in close collaboration with Refik Anadol Studio, these compositions translate visual data flows into olfactory experiences. Scent of Data explores an algorithmic aesthetic through accords of musks and aldehydes, while Scent of Rain recreates the humid signature of tropical soil after rainfall through a petrichor accord obtained using headspace technology.

With this permanent installation at the crossroads of artificial intelligence, digital art and sensory diffusion, L’Oréal Luxe is asserting a new ambition: positioning fragrance as a fully immersive medium in its own right.