Dior Joy — Live Cinema Experience 2018 · Netherlands

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Twenty cinemas. One moment. Everyone smells it at the same time.

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When Dior launched Joy — their new feminine fragrance created by master perfumer François Demachy — they wanted something no fragrance campaign had done before. Not an advertisement. An experience. At the exact moment in the commercial where Demachy raises his blotter to his nose, every person in every cinema would smell Joy themselves.

The challenge was technical as much as creative. Twenty venues across the Netherlands, each needing a precisely timed scent release using the original Dior fragrance — not an approximation, not a substitute. I developed and installed a series of custom scent installations that could deliver the fragrance at exactly the right moment, to an entire room, simultaneously.

It worked.

Precision scent delivery at scale

This project required a different set of skills than exhibition or product design. Timing, airflow, room volume, fragrance concentration — every variable had to be calculated and tested to ensure the experience landed the same way in a small arthouse cinema as in a large multiplex. The brief from Dior left no room for approximation: the moment had to be perfect.

For one of the world's most prestigious fragrance houses to trust this concept to a single designer and installer was a significant vote of confidence — and a demonstration of what live scent technology can achieve at a commercial scale.