March 29th is the first official day of the Spring 2017 Scent Event in 500+ Macy’s locations and online. The Scent Event is an omni experience created to educate the Macy’s customer on the fragrance choices available to them at Macy’s, The Fragrance Destination. Macy’s Herald Square will debut an interactive and dynamic consumer focused in-store experience, in collaboration with The Fragrance Foundation and four leading fragrance houses: Firmenich, Givaudan, Symrise and International Flavors & Fragrances. Sensory and fragrance engagement comes to life through an “Only at Macy’s” unique and immersive fragrance Pop-Up exhibit produced by RPG.
The Scent Event provides Macy’s customers with an exciting opportunity to educate, explore, and immerse themselves in the world of scent. The core of the Pop-Up is dedicated to Match Your Mood, where customers are invited into sensory pods that gently engulf them in fragrance, video, and ambient sound. Interactive scent panels are situated across from the sensory pods to reinforce the Match Your Mood experience, amidst the iconic Scent Event floral fragrance bottle.
Scent & The Senses features an immersive passageway through which customers not only smell, but also visually and audibly experience the aromatic elements of Top, Heart, and Base notes. An interactive world ingredient map focuses on gourmand, floral, and spice fragrances from around the globe, offering a captivating education on ingredient sourcing.
The Perfumer as Artist space gives prominence to the fine art of perfumery through video, featuring personal interviews where perfumers openly discuss their inspiration and connection to the world of scent. Informative graphic panels and fun facts serve to surprise and inform the Macy’s customer while molecule scent panels enforce the beautiful, scientific side of perfume mastery.
Perfumer Personal Appearances will also be set up to allow Macy’s customers to meet and interact with the artists behind their favorite scents. Two perfumers will make appearances on each of the following dates:
Thursday March 30, 6-9PM : Adriana Madina and Jacques Huclier of Givaudan
Friday March 31, 6-8PM: Dave Apel and Christelle Laprade of Symrise
Thursday April 6, 6-8PM: Frank Vöelkl and Ilias Ermenidis of Firmenich