Reference Studios Launches New Fragrance Project
NO/FAITH STUDIOS
Reference Studios has introduced Reference Times, a revolutionary project that merges scent and memory, using cutting-edge AI technology from EveryHuman. Founder and CEO of Reference Studios, Mumi Haiati, shared his long-standing fascination with fragrance and the power it holds to trigger memories. “I was happy to discover EveryHuman and their AI technology– a more democratic and direct approach to the creation of scent,” Haiati said, noting that fragrance, like no other sense, can bring us back to special moments in time. Reference Times marks the first physical manifestation of this concept.
Tim Philip Neugebauer, Creative Lead of Reference Studios, echoed the excitement: “In the sequence of my long-lasting collaboration with Reference Studios and Mumi Haiati, I feel honored to join forces with him on this truly special project.” He described Reference Times as a new platform for creative partners to explore, calling it a pure and artful medium that opens up new possibilities for expression.
At the heart of the project is EveryHuman’s Algorithmic Perfumery machine, a cutting-edge device designed to personalize scent creation. “We are excited to be the scent medium for Reference Times, and to showcase the breadth of possibilities Algorithmic Perfumery enables at DSPM,” said founders Anahita Mekanik and Frederik Duerinck of EveryHuman. Through the machine, users can customize fragrances based on their preferences, creating a scent that reflects personal tastes and memories.
The collaboration debuts with a bespoke scent created by NO/FAITH STUDIOS. Designer Luis Dobbelgarten described the unique scent as a representation of the brand’s intricate design language: “For some people, it might be a heavy hitter, but that’s the beauty in our design language. This perfume has so many details, just like our leather pieces.”
Each fragrance is vacuum-sealed in biodegradable packaging, symbolizing the preservation of memories over time. Customers are invited to immerse themselves in the creative process, adding their personal touch to the foundational scents and crafting a fragrance that will forever remind them of a special moment or experience.
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