Scent manufacturer Glade has teamed up with Radical Media to create a pop-up exhibition and experience in New York for the eyes, ears, nose and hands.
Glade, usually seen on supermarket shelves in the air freshener section, has taken a unique approach to unveiling its new line of scents with the multi-sensory experience completely built around the senses.
The exhibition uses five scents representing the emotional states of optimism, joy, invigoration, exhilaration and calm. Radical Media – a global studio who have produced award-winning and projects in a variety of media including film, television, branded content, live events, music videos and interactive media – then created an experience to match each of these emotions in a meeting of the mind and nostrils.
Led by Radical’s digital creative director and chief technology officer, Evan Schechtman, the studio developed successive rooms which aim to evoke each emotion using an abstract of visuals, touch, sound and smell.
The walkthrough tour – which covers 5,300sq ft (500sq m) inside a temporary installation in the financial district of Manhattan – includes a prism-shaped room (optimism), an LED forest of vines reflected on a mirrored floor (joy), a room which creates digital halos of light as you walk (invigorated), a walk-in kaleidoscope (exhilarated) and finally a purple cloud room, which forms low-lying fog over ultra-comfortable carpet to create the illusion of walking in the clouds (calm).
The experience ends with a retail option where a smelling table and range of candles are on sale, while the opposite wall shows a graph of the mood of US cities, detailed by a metric of weather, stock prices and tone of social media within each city. The final room also incorporates unique selfie machines where steel handplates read heart rate and skin salinity to colour your photo to correspond with your mood, the building's temperature and Twitter emotions in your region.
The temporary exhibition opened on 24 November and will be on display and free-to-visit until 15 December.
