Odorama is a collaboration between Mediamatic and Caro Verbeek.
To keep his hands dirty, Justus Tomlow prefers to drive vehicles that are aged beyond a properly matured Islay whisky. Especially if they produce simular racy notes. As long as he can remember, Justus has been especially attentive to the smell of cars. At least since he was 6 months old. During this Odorama, he invites you to close your eyes and embark on a scent-i-mental journey beyond the wind screen.
As a closed space, the car can be seen as an olfactory diary of it's owner. Because of these qualities, many practitioners address the car as an olfactory artifact. How can we use this knowledge to learn more about the wider culture of our vehicle? During this talk, Claus Noppeney, founder of the Scentculture Institute, questions the business opportunity for olfactory nostalgia. How does this relate to the cultural history of the car?
Jorg Hempenius & Bastiaan Medendorp
Scent marketing experts Jorg Hempenius and Bastiaan Medendorp know all about the different smell editions for cars. What smells are most wanted, and what do we try to avoid? During the evening they will unveil some of their secrets used in scent-marketing in car-sales.