Right off the bat, we knew we had to find out what the market was missing. We had to discover what market we wanted to target, and what they wanted in a product. So, we did surveys… a lot of them. We discovered a group of men (and women), who cared more about the scent, than the brand. These men didn’t just wear fragrance, they experienced it.
Ashraf Osman and Dr. Claus Noppeney review the new Scent of Art exhibition at the Museum Tinguely in Basel, Switzerland.