The spot for Maison Margiela From the Garden.
The smell of the snack
Amsterdam-based agency TBWA\Neboko collaborated with Raúl&Rigel, a production company specializing in fabricating unusual billboards, to produce a series of unbranded, blank red and yellow billboards with a hidden compartment to store fries. An internal heat and ventilation system intensified the smell of the snack and directed it toward anyone walking within five meters of the display.
— Read more in McDonald's Made Scented Billboards That Smell Like Its French Fries at AdWeek.
They aren’t afraid
“The people who gravitate toward my work want to challenge their noses. They aren’t afraid,” [perfumer James Elliot] says. In 2018, his label, Filigree & Shadow, released Sui Generis, which has notes of bubble gum, rose, leather and the drug methamphetamine and is inspired by the ’80s New York nightclub Danceteria and the heavy metal style of the band the Plasmatics.
— Read more in These Perfumes Come With Notes of Blood, Latex and Floorboards: For a growing number of fragrance fans, smelling singular is more important than smelling good at The New York Times.
Diffuse the scent of passing time
Here, nanoparticles are woven into the calfskin bracelet, adorned with silk embroidery and mother-of-pearl shards, to diffuse the scent of passing time. So what does time smell like? “To transform the concept of time into a scent, I referred to the sun, our ultimate source of light and warmth, which gives rhythm to our lives, and amethyst, with its deep, time-evoking colour. These elements have allowed me to translate these vast ideas into scents and the abstract notion of time into discernible fragrance notes,” [perfumer Dominique] Ropion says.
— Égérie The Pleats of Time from Vacheron Constantin is billed as the world's first perfume watch (nobody told them about the Kaoru Aroma, or the banana-scented Swatch, among others). Read more in I Test Drove The World’s First Perfume Watch. This Is What It Smells Like at Vogue UK, or see Fragranced watches are the future, predicts Vacheron Constantin at Wallpaper.
I am not Snoop Dogg
In what’s considered a nationwide first, a 76-year-old woman in Washington, DC’s Cleveland Park neighborhood sued the tenant who lived in a rental apartment adjoining her home, arguing that she was made ill by the smell of the smoke from the cannabis he was using. The civil suit, filed in 2020, eventually went to trial; the defendant, a 73-year-old restaurant manager, argued that smoking medically prescribed marijuana eased his pain and sleeplessness, and that he took only a few puffs each night. “I am not Snoop Dogg,” he said at trial.
— Read more in Amid Marijuana Legalization, a Civic Problem Lingers: That Smell at Bloomberg.