Algorithmic Perfumery brings a world of scent
Unique perfume
How does it work? When you step into the Living Lab of Algorithmic Perfumery, you first receive a questionnaire that you need to fill out. Are you a follower or a leader? A morning person or an evening person? A spectator or a participant? With a personal code that you enter into the machine, the device will get to work in real time on your unique scent. With 46 different fragrance accords and more than 500 billion combinations, each scent is one of a kind. In the end, you receive three different scents that match your personality. You can customise the names of the scents, and they will appear on the bottle.
The reactions that Frederik receives are priceless. “Scent evokes emotion. Some people recall a specific memory when they smell 'their' scent. Just the other day, there was a man who smelled his scent and thought of his deceased father's fragrance. That is so special. Other people really want their partner to smell the scent. This experience fosters a strong bond and it’s wonderful to see,” Frederik explains.
From art project to start-up
During a meeting in New York with one of the largest perfume houses in the world, the idea suddenly popped into his head. Frederik recounts: “What if you could see your personalised scent being made right before your eyes? That you become part of the process and see the bottle of perfume roll off the production line?” His project started as an art project and was showcased at various art and design festivals around the world. But Frederik saw more potential. He decided to quit his job and dedicate himself fully to this project. He gathered a team of 15 people around him, including software engineers, perfumers, and chemists. It was an exciting time, as the technology is very complex. “A lot of machines broke down. There were countless problems that we had to solve with little money, but now we have a machine that we can be proud of,” he says. Meanwhile, the machine is not only in Breda but also in New York and in the Museum of the Future in Dubai, and soon it will also be in Stockholm and London.
Special experience
Nothing is as personal as a scent. "We see that people come to our store in Breda in all sorts of combinations: girlfriends, couples, corporate outings, and hen parties. But recently, there was also an engaged couple who wanted to give their personalised scent as a gift to their guests at the wedding. That is of course extra special. You could also create a scent for someone else. Then you fill in the questions from that person's perspective."
