Art Basel Paris 2024: A Fusion of Fragrance, Art, and Technology
Art Basel Paris 2024 offered its attendees an alluring experience, merging the worlds of art, fragrance, and cutting-edge technology. This year's event, held in the culturally rich city of Paris, saw collaborations that pushed the boundaries of creativity and sensory exploration.
Central to the event was a remarkable collaboration between LVMH’s heritage maison, Guerlain, and prominent South Korean artist Lee Ufan. This partnership culminated in the unveiling of an extraordinary fragrance named Souvenir d’Orchidée. Developed over two years, the fragrance is a testament to the blending of artistic vision and olfactory expertise. Under the creative direction of Delphine Jelk, Guerlain's Creative Director of Fragrance, the scent features luxurious notes of orchid, jasmine, and bergamot. Each note is carefully designed to evoke memories of Ufan's childhood amidst the serene mountains of Korea.
A limited edition of this fragrance has been presented in 21 unique, hand-painted porcelain flaçons, crafted by Maison Berenardaud, a Limoges-based house renowned for their craftsmanship. Each flaçon, adorned with Ufan's artwork, underscores the individuality and exclusivity of this creation.
In addition to the ultra-limited edition, Guerlain introduced a more attainable fragrance, Art Basel by Guerlain, launched specifically for the fair. This gender-neutral floriental scent, also crafted by Jelk, features packaging designed by French artist Julie Beaufils. Acknowledging the significance of accessibility in art and fragrance, Guerlain produced 2000 editions of this particular scent.
As part of the broader celebration at Art Basel Paris, Guerlain hosted the 17th edition of their annual contemporary art exhibition titled ‘Good Morning Korea’. Situated at Guerlain’s flagship on the Champs Élysées and curated by art consultant Hervé Mikaeloff, the exhibition spotlighted South Korean creativity. The artworks, many of which drew olfactory inspiration from Guerlain’s perfumes, included Young-II Ahn’s piece Water paired with the L’Heure Bleue fragrance, showcasing the intricate connection between visual and scent memories.
The event also recognized the collaboration between Guerlain and Lee Ufan with the 2024 edition of Guerlain’s Art & Environment Prize. This accolade was awarded to French-Canadian artist Caroline Corbasson, who will spend a two-month residency at Lee Ufan Arles, culminating in an exhibition of her work.
Additionally, the fair observed innovative strides in scent creation with the interdisciplinary platform Reference Times’ collaboration with EveryHuman’s Algorithmic Perfumery and Norwegian artist Bjarne Melgaard. During a six-week residency at Dover Street Parfums Market in Paris, visitors were invited to engage with an AI-powered perfumery machine. The platform allowed users to personalise fragrances by adjusting or adding scent notes, embodying a democratic approach to perfume creation. The resulting fragrance was presented alongside a limited edition print by Melgaard, metaphorically encapsulating a memory.
This collaboration reflects EveryHuman's mission, since its inception in 2018, to democratise scent creation. The company, utilising AI and robotics, has cultivated a fragrance creation process that engages users through a detailed questionnaire. An AI algorithm then generates three custom fragrances, with over 500 billion potential outcomes, allowing for an unprecedented level of personalisation.
Both Guerlain’s and EveryHuman’s ventures at Art Basel Paris demonstrate the convergence of traditional craftsmanship and modern technology, redefining the boundaries of creative expression. As these collaborations illustrate, the event served as a vibrant crossroads for artistic and sensory innovation, leaving a lasting impression on all who attended.
Source: Noah Wire Services