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Sexuality has always played a prominent role in fragrance marketing (paging Tom Ford), but in a recent project designed to inspire its perfumers, IFF decided to explore a more nuanced approach—namely, sensuality. The firm partnered with Arcade Creative Group, a division of Sony Music, to create an exhibit called The Chemistry of Sensuality, in which it paired a star perfumer with a visual artist and a musician and gave them free rein to riff on the theme. In all, there were eight teams, with installations ranging from the ethereal to the extreme. One project, created by perfumer Bruno Jovanovic, musician Alvin Scott Barnhill and artist Jennifer Tzar, plunges viewers into a sinister woodland world where the protagonist is driven to abandon the strictures of propriety, while another trio played on the notion of bodies in motion, as seen above. “We are unleashing the power of scent,” says Nicolas Mirzayantz, group president of International Flavors and Fragrances. “We’re only scratching the surface.” The exhibit is currently being displayed in the company’s headquarters, and clients are being invited for private tours; IFF hopes to take the show on the road next year.
This story first appeared in the March 21, 2014 issue of WWD. Subscribe Today.