Global household air freshener brand Glade is opening an interactive exhibition where visitors can experience different emotions, as triggered by smell. The Museum of Feelings will be held in Brookfield Place, New York, from November 24 to December 15.
Visitors are invited to explore works in five galleries and immerse themselves in the experience using all their senses, especially smell. Carefully curated scents in each space evoke a variety of moods, including optimism, joy, exhilaration and calm. They are also encouraged to touch the exhibits, which allows them to contribute to the final artwork. The installation aims to connect people with their emotions and lets them share their experience on social media with the hashtag #FeelGlade.
The brand's campaign is reminiscent of the pioneering Tate Sensorium exhibition, which opened at UK art gallery Tate Britain in August 2015 and saw visitors engaging all their senses to experience four paintings. The concept is likely to appeal to millennials – 72% of global millennials desire experiences that stimulate their senses (JWT, 2013).
Hyper-connected consumers are gaining a sense of realness from sights, sounds and tastes and are looking to be engaged as emotional human beings. For more on brand strategies that meet this need, see our Get Real Macro Trend.