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SG50 whiff memories

SG50 whiff memories
Ella Tan
  • On April 24, 2015


Can anyone disagree that smells are drivers of nostalgia? To celebrate SG50, AllSense is designing Asia’s first Scent Map. Here’s your chance to participate in the creation of our very own ScentScape by joining a Scent Walk in June. Be quick as places will surely be rapidly filled!

What a fabulous idea! The ability to capture the essence of a time and place is like something from the pages of Patrick Süskind’s sensuous novel, Perfume :

“Odors have a power of persuasion stronger than that of words, appearances, emotions, or will. The persuasive power of an odor cannot be fended off, it enters into us like breath into our lungs, it fills us up, imbues us totally. There is no remedy for it.”

scent-Woman holding pomegranate

Each walk will take approximately 1 hour, spanning 1 km. There are 8 different routes to choose from. The walks will happen between Wednesday, 3rd June to Wednesday, 10th June. AllSense is inviting members of the public to sign up for free on these walks!

Each participant will be given a short form to capture the various aromas and document any feelings or opinions about them.

scent-Kate McLean_photo

All data obtained during the walk will be captured by Kate McLean, an academic and mapper from the UK commissioned by AllSense. She will be designing a Scent Map and AllSense will be holding a gallery exhibition in August to showcase this art and science work to the public.

For more information, visit:

Now, imagine scent used as a marketing tool for malls, hotels, businesses, and branding. Very scent-sible considering that fragrance has always been used to sell the individual by creating a persona or scattering pheromones to attract mates. Why not extend the stirring of the olfactory consciousness beyond the person?

Chances you you’ve not heard of AllSense, a company that “introduced Scent Marketing to the local market via the design of a Signature Scent for Singapore’s premiere shopping mall, ION Orchard”.

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