- Based on six aromas designed by one of Puig’s master perfumers, users will virtually approach some of Barcelona’s most emblematic sites such as the Spotify Camp Nou or Park Güell with smell as a common thread.
- The activity is part of Feel The Technology, an immersive experience which encourages reflection about the impact of technology from the way we communicate to how we perceive reality.
March 1, 2023
Mobile World Capital Barcelona and AriParfum a Technology of Puig come together to recreate a journey through Barcelona based on the sense of smell. The experience will allow users to visit some of Barcelona’s most representative places – Park Güell, Santa Maria del Mar, Las Ramblas, Petritxol Street, Barceloneta and Spotify Camp Nou – based on six smells recreated by one of Puig’s master perfumers.
Francesc Fajula (CEO of Mobile World Capital Barcelona); Eduard Martín (Director of Smart Connectivity at Mobile World Capital Barcelonal); Guillem Oña (CEO of AirParfum); Gregorio Sola (Senior Perfumer of Puig); Camila Tomas (Vice President of New Technologies at Puig) took part in the presentation held this morning at the stand of Mobile World Capital Barcelonal. Ricard Barrera, Director of Park Güell and Albert Mundet, director of Barça Innovation HUB, were also present.
An olfactory journey to the metaverse
A portable screen linked to the metaverse will enable the experience. Once inside the virtual world, the avatar (custom designed at the beginning of the experience) travels through the six iconic sites in Barcelona while the user gets to actually smell them. The system uses artificial intelligence to generate the visitor’s olfactory profile, which will be stored as part of their digital profile. Based on the former sense, the system will suggest what the next experience at the taste stage should be. The smells recreated in the olfactory route are the distinctive flowers of Park Güell, the characteristic chocolate scent of Petritxol street, the smell of the Mediterranean Sea in la Barceloneta quarter, La Rambla’s flower shops, the incense of the Basilica of Santa Maria del Mar or the iconic smell of the Spotify Camp Nou’s Stadium.
Feel The Technology: physical and digital worlds hybridization
The initiative is part of Feel the Technology, a MWCapital project that allows users to use their five senses to tour Barcelona. By blending the physical and digital worlds, users have a unique experience to reflect on the impact of technology abput the way we communicate, interact and perceive reality. It is a personalized and gamified experience that will showcase services based on disruptive technologies such as immersive reality, the metaverse and artificial intelligence with Barcelona as a main scenario. Feel the Technology features existing tools with great potential. The future of the metaverse (integrated with other technologies such as AI, 5G, etc.) offers endless possibilities in fields such as those of health, education or leisure.
ABOUT MOBILE WORLD CAPITAL BARCELONA
Mobile World Capital Barcelona is an initiative that drives the digital development of society and helps improve people’s lives globally. With public and private support, MWCapital focuses its activity on four areas: accelerating innovation through digital entrepreneurship; transforming industry through digital technology; growing digital talent among new generations and professionals; and reflecting on the impact of technology on our society. Together, our programmes positively transform the economy, education and society. MWCapital hosts MWC in Barcelona and is the founder of 4 Years From Now (4YFN), the business platform for the startup community present at all MWC events worldwide.
ABOUT PUIG
Puig creates unique, highly desirable beauty and fashion brands that promote well-being and self-confidence and allow you to express your own personality, while leaving a better world for the next generation.
Since 1914, our entrepreneurial spirit, creativity and passion for innovation have positioned us as a major player in beauty and fashion. Our House of Love Brands, present in the categories of fragrances and fashion, make-up and dermo-cosmetics, generates bonding and engagement through the magnificent stories it tells, which connect with people’s emotions, and is strengthened by a powerful ecosystem of founders.
Our portfolio includes the brands Carolina Herrera, Paco Rabanne, Jean Paul Gaultier, Dries Van Noten, Nina Ricci, Byredo, Penhaligon’s, L’Artisan Parfumeur, Kama Ayurveda, Loto del Sur, Charlotte Tilbury, Uriage and Apivita, as well as the licenses Comme des Garçons, Christian Louboutin, Benetton, Antonio Banderas and Adolfo Dominguez, among others.
At Puig we uphold the values and principles established by three generations of family leadership. We continue to build on this legacy through a strong commitment to our ESG (environmental, social and corporate governance) Agenda, aligned with the United Nations Sustainable Development Goals.
In 2021 Puig recorded sales of €2,585 million. Puig sells its products in more than 150 countries and has offices in 29 of them.
ABOUT AIRPARFUM
The olfactory technology developed by AirParfum, a technology company belonging to Puig, makes it possible to smell an infinite number of fragrances without saturating the sense of smell. Nor does it saturate the atmosphere, even if thousands of tests are carried out in a crowded space.
The ingenious thing about AirParfum (patent already granted in China and the USA) is that it has managed to dispense smells by emitting only the olfactory molecule of the perfume and retaining the alcohol molecule, which is responsible for saturating the sense of smell.
With the ability to integrate into a multi-platform profiling ecosystem, AirParfum offers a scalable and customisable solution that provides an interactive and efficient experience for discovering new fragrances, as well as exploring other scents and flavours. Moreover, its versatility allows it to be used in different fields, such as gastronomy and culture.
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