...a groundbreaking initiative to create a fragrance on the Internet. Based on a provocative concept, the scent will be created over the coming months, taking its inspiration from an unconventional theme and using Tolaas’ amazing ‘headspace’ technology.
Initial research and sampling stages will converge in the live broadcast of a grand event, which will provide film and stills material to be used in the fragrance’s marketing. SHOWstudio viewers will also be invited to participate in the product’s creation, potentially contributing imagery for packaging or publicity purposes. Each of the many processes involved – from Tolaas’ scientific practice, the design of the special bottle, to the launch event itself - will be recorded on SHOWstudio via ongoing phone diaries, film shorts, live broadcasts and blog entries that document every aspect of the venture, aiming both to shed light on the mysterious machinations of the perfume industry as well as to use the internet as a platform for scent for the first time.
The "provocative concept": the fragrance will be based on the scent captured from T-shirts worn by men engaged in 'cage fights/ ''fight club" type fights'.