Nov 11, 2019 | By Carla Buzasi
Experience Lifestyle & Interiors on WGSN.
Dec 02, 2013
A new exhibition at SHOWstudio’s shop in Knightsbridge explores the relationship between scent and human memory.
Opened last Thursday, the “Smells Like Memories” installation is is a collaboration between Belgian, fashion powerhouse, Maison Martin Margiela, and online fashion and film platform SHOWstudio (as part of their SHOWcabinet series) which explores “the pivotal role of scent in triggering reminiscence.”
Alongside perfumes from Margiela’s “Replica” range (which comprise “reproductions from familiar scents and moments of varying locations and periods”), several illustrations by a number of artists depict a memory in drawing form – each triggered by the smell of said perfumes. Intriguing and nostalgic scents in Margiela’s range include, “Flower Market”, “Promenade in the Gardens” and “Funfair Evening”, and the drawings represent “ethereal traces of moments past,” according to SHOWstudio.
For the opening evening, guests were invited to sample perfumes in the series via a “perfume bar”, while a select number of homeware products from Maison Martin Margiela’s “Line 13” collection, such as an embroidered, cotton clock, an hourglass paperweight and a warped candlewax candleholder, were available for purchase. Explore the collection – as well as the beautiful fragrance-induced illustrations, produced by Sunday Times Style Fashion Director, Richard Gray, animator Jo Ratcliffe, and whimsical filmmaker Quentin Jones, to name but a few – via the SHOWstudio shop website.
If you haven’t already, be sure to explore our Megatrends forecast for S/S 15, Memory, which takes influence from narrative and nostalgia, and the ways flavor and fragrance can connect the past with the future. Look to our accompanying Futurist report Scent+Sibility, for more perfumers and food artists attempting to distill nostalgia. – Samantha Fox
“Smells Like Memories” will run at 19 Motcomb St, London, until February 28, 2014.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.