Platial | Who and What's Nearby
Platial | Who and What's Nearby
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West Elm & Starbucks
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75 Front Street, Brooklyn, NY
http://smellingcommittee.org/mapit/audioguide.html
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DUMBO Tour, Location 4
We may think of odor as an unconsidered by-product of some needlessly aromatic activity. Body odor as a by-product of physical exertion, or hot dog stands as just the way meat smells when it’s cooked. But many of the odors of food and everyday products are the result of crafted additives. Smells are a huge cash crop in the Metro area.
New Jersey has several smell factories, and the International Flavors and Fragrances company has its headquarters in Manhattan. The IFF crafts the perfumes of many top designers including Dior, Chanel, Guerlain, Yves Saint Laurent and Estée Lauder, as well as MacDonald’s, Samsung, pop celebrities, laundry soap and fake Christmas trees. And everything is top secret.
Odors rely on fatty oils and absorption by water molecules to be observed by our noses. Which is why it’s so hard to smell anything in the dead of winter, things are more smelly in the rain, and also why our own bodies are excellent launching pads for odors of all kinds. We are moist and oily.
Our aromatic paranoia of smelling too human makes for a lucrative and complex perfume industry. The replication of worldly odors is a multifarious artform less involved in the distillation of essences than the bizarre combination of chemical compounds and synthetic molecules.
What Smelling Committee members may wish to note as well is the careful attention to odor association that some businesses are testing in their stores in a pervasive attempt at olfactory branding.
Samsung’s flagship store on the Upper West Side smells faintly tropical, sweet and melony with its new odor identity, also developed by the IFF. Sony also has a unique scent in its stores, which it sends home in sachets in its shopping bags, and is considering impregnating in its plastic packaging. Not only electronics corporations but hotel chains, diamond retailers, amusement parks, golf companies, automobile manufacturers and cell phone stores have also taken advantage of environmental smell technologies. Verizon spent a year developing the chocolate fragrance that accompanied the displays of its LG Chocolate phones, and tested its multinational appeal on noses across the globe.
Careful attention has been paid to gendering products, as market research has shown that buyers are twice as likely to stick around and purchase clothing if the ambient odor is feminine for women’s clothing, and masculine for men’s clothing. If women’s clothing is scented with a masculine odor, women are less likely to stick around and buy, and vise versa for men.
Olfactory branding is rather hit or miss, as there are few odors with mass appeal and odors are not drugs. But the idea is to directly tap into the limbic system of consumers by establishing an emotional memory that connects olfactory recognition with a brand identity. Smelling Committee members know that it takes longer for a positive olfactory association to be developed than a negative one. Nonetheless, initial studies have shown that, at the very least, pleasant odors tailored to consumers increase receptiveness to a product, the number of times they examine a product, how long they linger over an item, and sometimes that they are willing to pay higher prices. Only more reason to bring one’s consciousness into a daily awareness of olfactory experience.
DUMBO Tour, Location 4
We may think of odor as an unconsidered by-product of some needlessly aromatic activity. Body odor as a by-product of physical exertion, or hot dog stands as just the way meat smells when it’s cooked. But many of the odors of food and everyday products are the result of crafted additives. Smells are a huge cash crop in the Metro area.
New Jersey has several smell factories, and the International Flavors and Fragrances company has its headquarters in Manhattan. The IFF crafts the perfumes of many top designers including Dior, Chanel, Guerlain, Yves Saint Laurent and Estée Lauder, as well as MacDonald’s, Samsung, pop celebrities, laundry soap and fake Christmas trees. And everything is top secret.
Odors rely on fatty oils and absorption by water molecules to be observed by our noses. Which is why it’s so hard to smell anything in the dead of winter, things are more smelly in the rain, and also why our own bodies are excellent launching pads for odors of all kinds. We are moist and oily.
Our aromatic paranoia of smelling too human makes for a lucrative and complex perfume industry. The replication of worldly odors is a multifarious artform less involved in the distillation of essences than the bizarre combination of chemical compounds and synthetic molecules.
What Smelling Committee members may wish to note as well is the careful attention to odor association that some businesses are testing in their stores in a pervasive attempt at olfactory branding.
Samsung’s flagship store on the Upper West Side smells faintly tropical, sweet and melony with its new odor identity, also developed by the IFF. Sony also has a unique scent in its stores, which it sends home in sachets in its shopping bags, and is considering impregnating in its plastic packaging. Not only electronics corporations but hotel chains, diamond retailers, amusement parks, golf companies, automobile manufacturers and cell phone stores have also taken advantage of environmental smell technologies. Verizon spent a year developing the chocolate fragrance that accompanied the displays of its LG Chocolate phones, and tested its multinational appeal on noses across the globe.
Careful attention has been paid to gendering products, as market research has shown that buyers are twice as likely to stick around and purchase clothing if the ambient odor is feminine for women’s clothing, and masculine for men’s clothing. If women’s clothing is scented with a masculine odor, women are less likely to stick around and buy, and vise versa for men.
Olfactory branding is rather hit or miss, as there are few odors with mass appeal and odors are not drugs. But the idea is to directly tap into the limbic system of consumers by establishing an emotional memory that connects olfactory recognition with a brand identity. Smelling Committee members know that it takes longer for a positive olfactory association to be developed than a negative one. Nonetheless, initial studies have shown that, at the very least, pleasant odors tailored to consumers increase receptiveness to a product, the number of times they examine a product, how long they linger over an item, and sometimes that they are willing to pay higher prices. Only more reason to bring one’s consciousness into a daily awareness of olfactory experience.
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