/FRAGRANCE X ART X MUSEUM X EVENT
/ BELAIR LAB
/ Rohto Pharmaceutical Co., Ltd.
/ Design & Construction
/ 2020

"BELAIR LAB", created in collaboration with the client, provides an immersive event space for the senses, showcasing the new era of perfume with 13 kinds of high-quality fragrances. The space concept is to convey the "enjoyment of scent" to maximum effect, with a creative approach to showcasing the experience of scent from unique angles, rather than just looking at the products and receiving explanations. These sustainable fragrances are selected by perfumer Christoph Rodamiel that actively embrace rare scents and incorporate fresh fragrances that resonate with the Japanese lifestyle, sensibilities, and value the connection with nature.

From the main street, the bespoke window display communicates the image of each scent through graphic typography, drawing in visitors and piquing their interest. Once inside, the space is filled with various displays, arranged in a way to lead visitors on a scent journey. A chandelier-like scent tester display welcomes visitors showcasing a variety of aromas. From here visitors experience the conversion of the senses - a fusion of sight and smell, such as selecting a "color" or "poetry" card that the visitor feels best represents the scent they chose from the chandelier display or smelling the scent while viewing an artist’s interpretative installation.

Visitors who enjoyed and encountered the scent in this genuine way became more interested in the product and were eager to share their experience in this unique space on social media. The exhibition display makes use of the atmosphere of the venue, such as the cement floors and white walls, antique furniture, and white event fixtures. We created a museum-like event space on a modest budget, with high-quality results to match the luxury of the products.