Fragrance Laboratory

Commissioned by Selfridges and created in partnership with
The Future Laboratory and Campaign, Fragrance Lab offers
a tantalising glimpse into the future of in-store retailing,
where customers’ habits, preferences and tastes, as well as
their physical interaction will be used to develop a
personalised service or product. A compelling alternative to
the screen-based activity of online shopping where the
browser is removed from the merchandise, in Fragrance
Lab the consumer’s physical presence informs the alchemy
of the fragrance to offer a more meaningful consumer
experience. Fragrance Lab is a much more ambitious
iteration of an earlier project by The Future Laboratory and
Campaign, ‘Sweet Shoppe’ (2011), which was presented as
a curated personal journey to source the perfect sweet.