EXHIBITION, A POETIC VOID
While the New York exhibition was carried out by architects Diller Scofidio + Renfro, the design of the Madrid version was commissioned to Cano Estudio, a local creative agency working with luxury brands of culture and lifestyle.
We sought a space that intrinsically invited visitors to lower their voices, breathe deep and for a few moments, disconnect from the outside world. The goal was to create a relaxing atmosphere to discover the perfume. Perfume in its purest state. Without decorations. That is, without containers or packaging. Simply, aroma, mind and feeling. It was about creating a space that was attractive, even while doing virtually nothing and remaining practically empty» explains Jesús Cano, responsible for the design of the display.
His office, Cano Estudio, is a prestigious creative agency that is well-known for its ephemeral architectural works for luxury brands or cultural institutions. «We create a blank canvas and draw sensory panels with the light, to make a bubble that allows us to focus on one of the least popular senses, olfaction. Because we must recall that smell is the shortest pathway to the emotions”, adds Jesús Cano. Cano Estudio, is also responsible for the graphic image of The Art of Scent 1889 — 2014.
In addition, this exhibition also reveals the relationship of each perfume with emblematic works of art history. With a Quick Response code, it is possible to discover works of art which, like these perfumes, were icons during this era.
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