THE WHAT? L’Oréal Luxe has become the exclusive founding olfactory partner of DATALAND, the world’s first omni-sensory Museum of AI Arts, creating a collection of responsive fragrances that form part of a groundbreaking multi-sensory art experience.

THE DETAILS  The partnership will debut on June 20, 2026, with the opening of DATALAND in Los Angeles and its inaugural exhibition, Machine Dreams: Rainforest, created by Refik Anadol Studio. L’Oréal Luxe’s Fragrance Métier team developed 12 bespoke rainforest-inspired scents using a proprietary fragrance model and data from Refik Anadol Studio’s Large Nature Model. The fragrances include concepts such as Scent of Data, designed to evoke the rhythm of algorithms, and Scent of Rain, which recreates the smell of rain-soaked earth through advanced scent-capture technologies. The scents will be delivered through smart diffuser systems that respond dynamically to both the artworks and visitor movements, creating a personalised sensory experience. The collaboration combines AI-generated visual art, fragrance innovation and immersive technology within a 25,000-square-foot museum featuring five galleries and 1.5 billion pixels of visual displays.

THE WHY? The partnership demonstrates L’Oréal Luxe’s ambition to push fragrance beyond traditional product formats and position scent as a cultural and experiential medium, while showcasing the intersection of beauty, technology, AI and artistic innovation.

Source:  PR Newswire

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