Lush's Immersive Fragrance Exhibition: A Multisensory Journey Through Scent, Art, and Music in Milan's Fashion District

Client Request

Lush's innovative Gorilla Perfume Volume IV Gallery tour was set to conclude with a bang in Milan's Corso Como. After successful stints in Berlin and Edinburgh, this multisensory exhibition finds its final home in Italy's fashion capital and they asked us to set up the perfect event.

Our Project

The gallery we selected for this purpose, located in a dynamic space in one of Milan's busiest districts, proved ideal to showcase the storytelling power of fragrance.

Chief perfumer Simon Constantine and Dallas-based photographer and filmmaker Hal Samples collaborated to create 14 distinct fragrances, each with its own unique narrative, and all were part of a sensory narrative that unfolded for the Milanese public.

Visitors explored immersive installations with engaging visuals and thought-provoking photographs, as they embarked on a scent-filled journey. From the 'Road From Damascus' to the 'Self Esteem Machine', each corner of the gallery offered a new olfactory experience paired with visual and multi sensory variations of each fragrance’s concept.

A standout feature was the hidden house within an 'abandoned' water tank, adorned with striking graffiti, including a Banksy tag. As night fell, the gallery transformed into a vibrant social hub, hosting live music events and offering exclusive Lush products and fragrances for purchase.

Outcome

This exhibition was not just a showcase, but a celebration of creativity, friendship, and the transformative power of scent.