The #artSmellery at the renowned Stedelijk Museum Amsterdam exhibits six paintings from world famous artists, such as Mondrian, Lichtenstein and Van Gogh, that have been transformed into scent-based masterpieces. As part of a campaign promoting the new sensoFresh odor removal program on Siemens washing machines, the #artSmellery exhibition demonstrates the influence smells can have over the way in which we perceive things. The fascinating thing about the exhibition is that visitors can’t see anything on the canvases – they have to smell them to experience the art. The odors awaken emotions and trigger memories that lend a whole new feeling for the picture and prove just how powerful odors can be. The exhibition was created by Heimat Hamburg and realized in close collaboration with the smell artist Jorg Hempenius and the museum.
Experiential advertisement created by Heimat, Germany for Siemens, within the category: House, Garden.
Chief Creative Officer: Mathias Stiller
Creative Directors: Patrick Ryffel, Alexander Kumfert
Creative Team: Ninja Reith, Josefine Rausch, Alisha Koswig
Account Director: Tobias Flosdorf
Project Manager: Samuel Pipke
Production Company: Falk Poetz, Sebastian Lier / Mantikor Film
Scent Artist: Jorg Hempenius