Acne Studios
'A scented getaway'
Graduation project (2021)
Odör: A scented getaway
Graduation project, a line extension for Acne Studios.
Acne stands for Ambition to Create Novel Expressions. From the start, the brand gave new meaning to a word with negative associations. This project applies the same thinking to beauty, reframing perfume from a finishing touch into a tool for wellbeing.
It began with the Creative zen seekers: young, creative and introverted millennials caught between the pressure to perform and the overload of always being connected. They know they can't make stress disappear. What they're looking for is a way to live alongside it.
A scented getaway answers that need with a portable escape. Because scent is so closely tied to memory, the collection focuses on sentimental, nostalgic fragrances that take you back to a place of calm, a protective bubble you can step into whenever the day gets too loud. Odör is its first release: a minimal collection of perfume capsules. One example is Guilty pleasure, built on the scents you secretly love, like gasoline, just-lit matches and old books. Since scent can't travel through a screen, a discovery set lets you experience each one at home.
The concept carries through into Acne Studios' quiet, straightforward way of communicating: scented billboards that calm passers-by, a minimal Instagram rollout, and a pay-off that says it all, Escape to recharge.
Role: Research, concept and brand strategy, product design and 3D visualisation in Cinema 4D, communication strategy and art direction.
Concept Book
Odör 'escape' capsules
Odör is a physical solution of that ‘protective bubble’ effect a scent can give. Containing nostalgic, sentimental fragrances to use when in need of a ‘mental escape’.
High-concentrated perfume capsules with six different experiences to choose from. The unique travel-sized capsules are developed in two sizes with a unique shape for every scent. Small to use directly onto the skin when needed or big to add to the sticks or ‘art’ installation for a scented escape in a more functional form.
The word ‘capsule’ links to the escape ‘bubble’ effect of scent and the satisfying feeling of popping bubble wrapping.
Acne Studios Odör products each have a different purpose. A scentless set of Eau de perfume, gel, and serum where the chosen capsule fragrance can be added to create a travel-size product, or an Odör 'Art' Installation rock functioning as a natural diffuser.
Nostalgic & sentimental scents
Acne Studios developed six scents that the ‘Create zen seekers’ experiences as most calming and satisfying. Combining this feeling with the function of aromatherapy that fits the fragrance notes. Using these two elements to bring the sanctuary place of serenity to the 'Creative zen seekers.
“A favorite place to relax never has anything to do with location, but where I can put my state of mind to rest”
