artSmellery – Stedelijk & Siemens

Heimat

Description

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.)

Details

Agency
Heimat
Client
Siemens
Year
2017
City
Amsterdam
Country
Netherlands

Categories

Industry
Electronics & Technology
Location
Museum/Gallery
Participants
+5.000
Topic
Art, Extraordinary Experience, Senses
Type
Brand Experience, Exhibition