The Museum of Feelings
Evan Schechtman
Role During Production: CTO, Executive Producer, Technical Director for RadicalMedia
End Client: SC JOHNSON, GLADE
Agency: OGILVY & MATHER, Chicago
Production Company: RadicalMedia
A scent-driven exhibit featuring a massive walk-in kaleidoscope, fragrance scented clouds, a forest of interactive tangible light and an interactive retail space.
The Brief
Build on the previous year’s activation success in creating an evocative destination open to the public that brings the concept of “The Museum of Feelings” to life. Brought to you by Glade®.
Personify 5 Mood:Scent pairs, providing visitors a one of a kind multi-sensory experience that visitors want to share. We explored the relationship between Fragrance and Emotion, navigating around a competitors owned position in the space.
Bring the Museum of Feelings to life on location and through digital platforms.
MUSEUM OF FEELINGS SC JOHNSON GLADE, Agency: OGILVY & MATHER Chicago, Produced by: RadicalMedia, LLC, Winner: Gold Lion. Video by Ogilvy.
The Approach
We architected a visitor journey that played out in 7 distinct spaces. A fade in moment, followed by 5 Scent / Mood rooms.
Optimistic, Joyful, Energized, Exhilarated, and Calm. The last space before exiting was though a pop up, interactive retail experience.
Teams imagined environments and interactive moments that brought each room to life. Each space included at least one magic moment or sensation paired with a different scent.
All of this set to a chaptered musical score blending from room to room.
The digital platform offered a unique mobile and desktop experience. Create mood driven selfies that changed on a daily basis that added to a visual tapestry of all of the “Moodgram” images in venue and online.
The Process
A wonderful and unique set of problems and parameters to solve for. Always advocating for the visitor, and ensuring things looked great in reality and on cell phone cameras we ensured there was ample Analog in our Digital. Tactile and Immersive.
A mix of theatrical technology and tactics, mixed with modern open source sensors, specialized projectors and lenses, and some pseudo-science made this a one of kind experience.
The Result
