Campaign: Fragrance Lab

Fragrance Lab is an immersive installation created by Campaign for Selfridges, inviting customers to purchase their scent in a one of a kind retail journey.

Commissioned by Selfridges and created in partnership with The Future Laboratory and Campaign, Fragrance Lab offers a tantalising glimpse into the future of in-store retailing, where customers’ habits, preferences and tastes, as well as their physical interaction will be used to develop a personalised service or product.

Taking over Selfridges’ Concept Store, where extraordinary retail concepts are tested, Fragrance Lab invites customers to weave through a magical series of interactive zones and the store’s iconic windows, making a journey to explore the outer reaches of scent and to discover the essence of one’s self.  

Campaign has transformed the Concept Store in the Wonder Room on the ground floor of Selfridges into Fragrance Lab, creating a series of sensorial chambers to guide the customer on a highly immersive olfactory journey through Selfridges’ iconic windows to explore the outer reaches of scent. All senses will be heightened in a highly intoxicating space. The individual’s interaction in the space will indicate personal preferences and inform the final product presented to them. Each customer’s journey will commence in a reception space and culminate in a dispensary setting.

Fragrance Lab is an iteration of an earlier project by The Future Laboratory and Campaign, Sweet Shoppe (2011) and continues the evolution of this concept.

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