artSmellery – Stedelijk & Siemens

How does a piece of art by Van Gogh smell? Or from Mondrian? Unfortunately, for the most part we can only cover paintings with one meaning, our eyes. The sense of smell offers a much more emotional experience. In order to make it possible to smell images, Siemens Home and the Stedelijk Museum Amsterdam have teamed up for an unusual project.

They interpreted a selection of masterpieces olfactorily and translated them as an "artSmellery" in the Stedelijk Museum Amsterdam. For the first time visitors could smell a Van Gogh, Mondrian, Lichtenstein or Chagall - without seeing him.

The aim of this marketing event was to draw attention to the Siemens brand and a new washing machine that can remove odors without washing.

(Editiorial text and project. Please contact us for change requests.)