An AI-Powered Perfume Launch for Glossier

AI-Driven Personalisation

Triggered by an interaction with the perfume bottle, the space observes the guest and reacts to their expression and posture by writing and projecting a personalised poem across the pavilion. Harnessing AI to transform the abstract nature of scent into a reactive, sensorial space. The interactivity was developed by our in-house R&D team who are shaping the possibilities of how spatial AI can deepen brand experiences and retail environments.

Spatial Design: A Roaming Field of Discovery

Drawing on Fleur’s ethereal campaign, Galerie Joseph became a ‘roaming field’ – a playful collective experience that visitors stroll through as if finding their own path through an enchanted garden. The entrance marks the threshold between the busy outdoor city and the peaceful oasis that spreads over the building’s two floors, riffing on the dance between urban life and nature of the campaign. Visitors step into the Garden where pastel wildflowers bloom throughout the airy architecture, while an invisible canopy of trees casts dappled shadows onto the walls mirroring the rhythms of nature. Lilac petals are scattered in loose piles across the floor, taking the shape of guests’ movements through the space.

The Scent Pavilions: A Multi-Sensory Journey

Three modernist scent pavilions showcase previously released Glossier perfumes. The interior of the pavilions take on the character of the scent they house through a tailormade composition of colour, sound and light, providing a unique experience for each of the different products. ‘You’ brings attention to the visitor themselves embodying the ethos of the product, ‘Doux’ references the themes of balance and harmony with a natural palette while ‘Rêve’ has a more sensual mood reflected by tones of pink and red.

Le Fleur Pavilion: The Heart of the Experience

Divided from the Garden by floaty, translucent fabrics, Le Fleur’s pavilion has its own distinct and dreamlike atmosphere that defines it as the centerpiece experience. Guests are guided towards the poetic AI experience by ever-growing piles of lilac petals, the moving shadows of other visitors on the material and a soft soundscape.

A Lasting Impression

Exiting through the gift shop, guests leave refreshed with a memorable, tactile encounter with Glossier’s world.