113 Spring
Mind-Scent Product Experience
Year
2025An immersive real-time experience that translates neural signals into personalised scent artwork. A data-driven portrait of self.
Mind Scent reimagines fragrance discovery as a multi-sensory encounter, where your neural signature becomes the blueprint for a scent that’s uniquely yours, created through the adaptive systems of EveryHuman and Algorithmic Perfumery.
Emotional Archetyping: State of Being
Each session begins with a natural, intuitive conversation. A survey has been designed to surface the visitor’s self-perception, emotional tone, and sensorial leanings. This dialogue informs their State of Being: a fusion of persona observations and psychological cues used to guide the creation of a custom scent.
Latent Drift
In a quiet lounge, a Muse EEG headset gently reads the visitor’s latent brain activity, tracing subtle shifts in emotion and instinct. Each signal reveals the mind’s typical state of being in real-time, before scent is introduced.
Emotive Flux
As each bespoke scent is experienced, brain data shapes a real-time visual. Colour, form, and motion reflect an individual’s emotional response. Blending neural reaction with Scent Archetype, it becomes a living portrait of the mind in motion.
Personalised Artifacts
Visitors leave with a beautifully printed takeaway, a set of high-quality visuals capturing their Scent Archetype, Latent Drift, and Emotive Flux. A tactile record of their emotional landscape, designed to invite reflection, conversation, and comparison.
By combining empathy-led consultation, biometric data, personalised scent design, and the fragrance expertise of Algorithmic Perfumery and EveryHuman, Mind-Scent offers a new kind of retail encounter anchored in self-awareness, emotional tone, and sensory identity.
Credits
Client
- 113 Spring
Executive Creative Direction
- Marcus Wendt
Creative Direction
- Justin Crook
Executive Production
- Xavier Boivin
Product Direction
- Simon Brown
Art Direction + Design
- Jann Choy
- Ray Chong
- Derya Ermetin
- Audrey Ma
Development
- Daan Rongen
- Bruno Imbrizi
Motion Design
- Samuel Lewek
- Nike Kuschick
Communication
- Alexa Chirnoagă
- Ana Morais
Sound Design
- Sebastiaan Smink
In Collaboration With
- Kinda Studio
- EveryHuman | Algorithmic Perfumery
