Immersive Press Launch: Two Fragrances Unveiled as Artworks in Paris
WMH Project designed an immersive sensory press launch for two new fragrances, gathering 120 journalists and content creators in Paris over three days. Seven themed rooms turned the olfactory discovery into an artistic journey blending Japanese heritage and Parisian spirit.
Why turn a press launch into an artistic journey?
To make an impression on journalists and content creators who are already overwhelmed with invitations, a catalogue format no longer works. WMH Project designed an immersive gallery where each fragrance becomes an artwork. The principle: let people experience the olfactory signature rather than describe it, through an aesthetic and poetic journey linking art, nature and fragrance.
How is the seven-room journey structured?
Guests move through seven successive spaces: a "land art" entrance with welcome, a vestibule dedicated to a floral photo spot, an immersive room for ingredient discovery and interviews, an olfactory space for the fragrances, a room devoted to packaging, a workshop and performance area, then an outdoor courtyard as the finale. Each room offers roughly 90 minutes of experience, with 30 minutes of reset between groups.
Which features make the experience memorable?
The olfactory discovery relies on bell jars revealing each note ingredient by ingredient. A hypnotic room projects moving materials, accompanied by a pendulum tracing a shape in powder. A collective installation invites everyone to respond from their smartphone, with answers appearing on screen. Workshops include hand-dyeing on silk squares, an infinite-mirror photocall, an exhibition catwalk and a live calligraphy performance.
How do you combine premium experience and responsibility?
The journey favours sustainable gestures: a passport booklet stamped in each room, with seed-paper pages and covers made from textile offcuts. Hand-dyed fabrics leave with the participants. A participatory zen sand garden and suspended fabrics animated by the wind extend the experience along a sensory, natural logic, true to the DNA of boldness, impact and responsibility.
Which group formats for 120 guests?
Over three days, guests were split into sessions of 12 people to preserve intimacy and the quality of discovery. French press, international press, retail partners and content creators each had dedicated slots, ensuring a smooth pace and individual attention.
Signed WMH Project — We Make It Happen.
FAQ
What format works for a successful fragrance press launch?
An immersive multi-room journey with small sessions of 12 people enables an intimate, high-quality olfactory discovery, turning the product presentation into a genuine artistic experience.
How many guests can this type of event host?
Here, 120 journalists, partners and content creators were split over three days into sessions of 12 people, ensuring smooth flow and individual attention.
How can responsibility be built into a premium event?
Through sustainable materials: seed paper, covers made from textile offcuts, dyeing workshops whose creations leave with guests, and natural, sensory set designs.