Monday, November 19, 2012

Art of Scent at MAD Museum Opens Finally & Pre-sale of Catalogue

‘The Art of Scent’ at the Museum of Arts and Design, delayed by superstorm Sandy by a week, is finally opening. Curated by Chandler Burr (well known to perfume aficionados so that he doesn't need an introduction), its aim is to place fragrance in a vision-free "zone" to be appreciated as pure art.“The fundamental goal of the department [of Olfactory Art],” mr. Burr said during a recent interview at his office, “is placing scent as an artistic medium alongside painting, sculpture and music.” For however “brilliant” or “extraordinary” the greatest scents may be, he added, “they’re not recognized as works of art, and the artists who create them are not recognized as artists.”

A gallery with 12 gently curved indentations in its walls was created by Diller Scofidio & Renfro. "Hidden behind each is a scent diffusion machine: a visitor who leans into the curve will set off an electronic eye, causing the machine to release a burst of fragrance calibrated to stay in place for four seconds, without spreading across the room (made by the German company Scentcommunication)".[source]

The catalogue of the exhibition is scheduled to be sold and ready to ship in about 2 weeks on the Store at MAD site here (check for pre-ordering). The catalogue includes essays on the fragrances, written by mr.Burr, referenced through art movements that correspond to the scents, and will retail for $250 and there are only 1,000 catalogues, numbered, 1 – 1,000. The catalogue will contain 11 of the 12 works of olfactory art that Burr is exhibiting —they haven’t been able to include Chanel N° 5 which will be exhibited in the show nevertheless. Each fragrance is contained in a Spartan 5ml vial of pure taste.

And the works contained are:

01 Romanticism
Aimé Guerlain
Lent by Guerlain

02  Abstract Expressionism
Francis Fabron
Lent by Givenchy and Givaudan

03 Early American School
Aromatics Elixir
Bernard Chant
Lent by The Estée Lauder Companies and International Flavors and Fragrances

04 Industrialism
Drakkar Noir
Pierre Wargnye
Lent by l’Oréal International Flavors and Fragrances

05 Surrealism
Olivier Cresp
Lent by Clarins and Firmenich

06 Minimalism
L’Eau d’Issey
Jacques Cavallier
Lent by BPI and Firmenich

07 Photo Realism
Annie Buzantian, Alberto Morillas
Lent by The Estée Lauder Companies and Firmenich

08  Kinetic Sculpture
Light Blue
Olivier Cresp
Lent by Dolce & Gabbana, P&G Prestige, and Firmenich

09 Neo-Romanticism
Prada Amber
Carlos Benaïm, Max Gavarry, Clément Gavarry
Lent by Prada, Puig, and International Flavors & Fragrances

10 Luminism
Osmanthe Yunnan
Jean-Claude Ellena
Lent by Hermès

11 Post-Brutalism
Daniela Andrier
Lent by l’Oréal and Givaudan

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