Sephora and Firmenich team up to create The Sensorium

Interactive fragrance exhibition opens in New York

Beauty retailer Sephora and flavours and fragrance company Firmenich have collaborated to create The Sensorium, billed as ‘a ground breaking, multi-sensory, interactive fragrance exhibition’ which aims to explore the emotion and instinct of scent through interactive experiences, story telling and three dimensional art.

The exhibition will be open for visitors until 27 November this year at 414 West 14th Street in Manhattan’s Meatpacking district in New York and admission is $15, though this is redeemable at any Sephora store afterwards.

The Sensorium encourages the visitor to rediscover the magic of fragrance and the exhibition even includes a Fragrance Bar where guests can smell unbranded scents, discovering their preferences based on emotion rather than because of marketing messages or bottle appearance.

Sharon Rothstein, senior vice president of marketing for Sephora, which is owned by the LVMH group, comments: “Fragrance is such an important part of our business and our clients are always searching for the newest and most unique offerings. The Sensorium, created with the experience, knowledge and insight of Firmenich, offers a tremendous opportunity to re-engage, educate and excite about scent in an innovative way.”

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