“Chandler Burr, the curator of The Department of Olfactory Art at New York’s Museum of Arts and Design, the scent editor for GQ magazine and the former scent critic for The New York Times, is creating a project on OpenSky that’s never been done before. He’s bringing scent to life online. It’s called the Untitled Series.
On the 1st of every month Chandler will choose a perfume that’s already on the market, some famous and some from niche collections. From this scent, he will remove all marketing – no bottle, no package, no brand, no name and will put the scent in a 50ml lab bottle – allowing you to experience these scent works as scent and nothing else. He will give shoppers only the guidance of his carefully chosen words to understand each and determine if the fragrance is right for them. His goal is to both enable and encourage shoppers to rethink perfume as a work of art, free from all visual cues and marketing techniques. Scents include those from the late 19th century to last week, in all styles and all by the greatest scent artists in the world.
There will be only 100 bottles available in the series, each month. The first fragrance called S01E01 (Season One Episode One) and will launch today, Friday, June 1st on OpenSky and the identity of the scent as well as more about the artist who created it will be revealed to shoppers on the last day of June. The series will continue with a new launch on the first of every month and a subsequent reveal on the last day of each month.”
– from the press release
I believe this is a great idea. No visual aids, no influence, no suggestive power of marketing and branding. Only you and your nose. I hope Chandler’s effort will be honored and many people will dare to take part in such an experiment.
My only gripe is that a 50ml bottle is whole lot to buy. (But then again that is always my problem, isn’t it?) But I think many people would be bolder and more prone to let themselves experiment with this unlabeled, untitled fragrance if it came in a smaller and therefore more affordable size.
I’m looking forward to reading Chandler’s descriptions of each perfume.
Are you interested? What do you think?