Selection of works
Fierce is a scent intervention in a gallery, being distributed by the visitors’ hands. A handmade soap saturated with FIERCE perfume, the signature scent of Abercrombie and Fitch, is
placed on the sink in the bathroom of the gallery. Slowly the scent is filling the gallery space with its fragrance brought in by the visitors. It is a subtle manipulation but inevitable change of the people’s perception.
Abercrombie and Fitch is an American clothing brand known for its multi-sensory way of targeting its customers. The consumer’ experience in their shops is mapped out, empirically tested and optimized to make consumers buy their products. Scientists Richard Axel and Linda Buck, known for their discoveries of odorant receptors and the organization of the olfactory system, claim that our sense of smell is the “most emotional” sense. Rather than analyze the information we receive from a particular scent, we immediately get a feeling when we smell something. It’s a pre-conceptual sensation.
It is proven that ambient scents in a retail environment have a positive effect on purchasing habits and the tendency of customers to return to a store. It subconsciously connects the self-image of the customer with the image of the models on the ads and the selectively-hired, good-looking personnel.
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