MICHAEL MALUL

STORY

Discover your scents of self.

Fine fragrance brand Michael Malul is on a mission to reimagine fragrance as an art of self expression — and their immersive pop-up at TENSPACE achieves just that. Aiming to reimagine the traditional fragrance shopping experience, the design centered on scent as the most powerful connection to memory and emotion. Upon entering, guests are enveloped in glass-like panels streaming down from gradient fabric clouds, each featuring an inspirational narrative and single fragrance ready for sampling. The invitation to wander pulls guests through the gallery, guiding to the Fragrance Archetype bar, where the five fragrance families come to life with distinct personalities like The Optimist and The Explorer. Guests can sample fragrances within each family and discover which persona resonates with them most. The journey continues at the Author’s Table, where you can learn about Proustian Moments — those instances when scent evokes a vivid memory or emotion. Inspired to capture the moment, guests can document theirs on a library card and pin it to the community wall, allowing others to read and relate to the diverse moments that define our experiences. Finally, guests arrive at the Scent Concierge, where Scent Stylists help them determine their signature fragrance or customize a Scent Trilogy of three different fragrances, make scent their favorite accessory. Other moments for content capture are sprinkled throughout the space to encourage social media buzz and promotion of the experience. At its core, this is a journey of self-discovery and expression, inviting anyone to let scent become an author in their story.

SCOPE

Experiential Activation

Environmental Branding

Digital Design