All Posts

After more than fifteen years designing scent experiences for museums across Europe, I've learned to distrust marketing language. Here's what I wish more people in the field would say out loud. Open any brochure from a scent diffusion company targeting the cultural sector and you'll find the same reassuring phrases: "molecular diffusion", "100% dry", "zero volatile organic compounds", "no particles released into the air". It sounds clean. Safe. Perfect for institutions that s

Spain has some of Europe's most visited and most ambitious museums. The Prado, the Reina Sofía, the Guggenheim Bilbao — institutions that have spent decades refining how art is shown, lit, contextualised and interpreted. And yet, like most museums worldwide, they rely almost entirely on a single sense: sight. That is changing. And the museums that move first will have a significant advantage. What is happening in European museums right now Across northern Europe, a growing nu

Scent and memory: why museum visitors remember more when they smell it There is a moment that happens in almost every museum scent project I have worked on. A visitor leans towards an artwork — not because they are told to, not because a label invites them — but because something in the air pulls them closer. They stop. They breathe in. And then they turn to the person next to them and say: do you smell that? That moment is not accidental. It is neuroscience. Why smell reache

Every museum invests in what visitors see. The lighting, the layout, the labels. Some invest in what they hear — audio tours, ambient sound, silence. Very few invest in what they smell. That is a missed opportunity. And the research is unambiguous about why. The most direct route to emotion Of all the senses, smell has the most direct neurological connection to the areas of the brain responsible for emotion and memory — the amygdala and hippocampus. There is no intermediary.

Every brand has a visual identity. A logo. A color palette. A font that says something about who you are before a single word is read. But walk into almost any hotel, boutique, or retail space in the world and ask yourself: what does this brand smell like? Most of the time, the answer is nothing. Or worse — whatever cleaning product was used that morning. That's a missed opportunity. And it's the gap I've spent 18 years working to close. Scent is the only sense with a direct

De zoektocht naar orde in geur Parfum is misschien wel het meest veelzijdige kunstwerk dat je kunt dragen. Eeuwenlang probeerden...

Geur blijft één van de meest mysterieuze én krachtige zintuiglijke ervaringen. Het vermogen van geur om ons moeiteloos te vervoeren naar...