A group of artists from Melbourne, Australia have gotten together with a “scent marketing” company to develop a fragrance that we call New Apple Smell. The artists, calling themselves Greatest Hits, have gotten together with Air Aroma, which is a company that develops scents, or as they put it:
“We are a pioneering scent solutions company, helping companies implement scent marketing as part of their overall branding strategy.”
Greatest Hits, comprised of artists Gavin Bell, Jarrah de Kuijer, and Simon McGlinn, are putting on an exhibition called De Facto Standard, located at West Space. They got together with Air Aroma to create a unique fragrance that gives off the “new Apple smell” that comes with opening up a new Apple product for the first time.
From the Air Aroma blog:
A distinctive scent can be observed when unwrapping a newly purchased Apple product from its packaging. Apple fans will certainly recognize this smell. The scent encompasses the smell of the plastic wrap covering the box, printed ink on the cardboard, the smell of paper and plastic components within the box and of course the aluminum laptop which has come straight from the factory where it was assembled in China.
If you have a really good nose, we gather you’d be able to detect a subtle whiff of pomposity with just a hint of FoxConn desperation.
To help develop the fragrance for New Apple Smell, a brand new Apple Macbook Pro was sent to their lab in France, and the perfume experts did their best to reproduce the scent given off by opening the box. This is probably a one-off project but we can’t help but think it might take off as a real perfume. It certainly wouldn’t be anywhere as expensive as buying the real thing.
You can get a “whiff” of De Facto Standard at West Space, 225 Bourke Street, Melbourne, on April 20th through May 12th, 2012.
Thanks to Alyx for the story!