In a recent display at 10 Corso Como, the significance of scents in modern society is explored and questioned.
The art world is about to be enveloped in a sensory experience like no other, as Olfactory Signals 01, an immersive exhibition exploring fragrance as an artistic medium, makes its debut at Esxence - The Art Perfumery Event in Milan.
Presented by 10 Corso Como and System Preferences on February 20, 2025, Olfactory Signals 01 will take place at the iconic 10 Corso Como, a Milanese concept store located on the first floor. The exhibition, which is the first edition of an ongoing project, will run from February 20 to 22, 2025, between 10.30am - 7.30pm CET.
The installation features a selection of innovative contemporary perfume brands, each selected for their role in challenging traditional olfactory and aesthetic conventions. Among these brands are Arpa Studios, D.S. & Durga, Chopowa Lowena, Objects Are By, NM3, and Redduo. Chopowa Lowena, for instance, will debut its fragrance line as part of the Olfactory Signals 01 exhibition.
The heart of the exhibition is the immersive installation IGGSBT, a collaborative work by Berlin-based artist Illya Goldman Gubin and Norwegian researcher and olfactory artist Sissel Tolaas. IGGSBT explores new connections between smell, memory, and emotion.
In addition to the installation, Olfactory Signals 01 will also feature a panel talk on Friday, February 21, with Goldman Gubin, Tolaas, and others discussing their work. Creative directors Elise by Olsen and Morteza Vaseghi will also hold a separate event to discuss their process of archiving scents.
System Preferences, a company that works with clients such as Saint Laurent and SSENSE, is also involved in the project. The aim is to redefine the role of fragrance in contemporary culture through installations, events, and collaborations with artists and designers.
For those interested in learning more about Olfactory Signals 01, the exhibition's website is olfactorysignals.com. The exhibition puts the spotlight on these selected brands in 10 Corso Como's Project Room, inviting visitors to immerse themselves in a world where scent takes centre stage.
