iSmell : Melbourne exhibition to feature "scent of an Apple product being opened for the first time"

19th April, 2012

"De Facto Standard", a new exhibition opening in Australia today, features the smell of a newly opened Macbook Pro. The scent was created by Aroma Air, who were asked by a group of Melbourne based artists (Gavin Bell, Jarrah de Kuijer & Simon McGlinn, known collectively as 'Greatest Hits') to create a scent of "an Apple product being opened for the first time" for their art exhibition.

Aroma Air say on their blog:

"A distinctive scent can be observed when unwrapping a newly purchased Apple product from its packaging. Apple fans will certainly recognize this smell. The scent created for Greatest Hits encompasses the smell of the plastic wrap covering the box, printed ink on the cardboard, the smell of paper and plastic components within the box and of course the aluminum laptop which has come straight from the factory where it was assembled in China.

The process of creating this signature fragrance started with an initial meeting with our client to understand the concept and desired effect of the fragrance. Once this was established, the ingredients for the fragrance had to be sourced. The scent requested by our client was quite unusual so we contacted our fragrance suppliers in the South of France to send over samples of fragrances with the aroma of glue, plastic, rubber and paper. Air Aroma fragrance designers then used these samples as ingredients to create a range of signature blend fragrances. The blends, each with unique recipes were then tested in the Air Aroma laboratory until a final fragrance was ultimately selected.

To replicate the smell a brand new unopened Apple was sent to our fragrance lab in France. From there, professional perfume makers used the scents they observed unboxing the new Apple computer to source fragrance samples. On completion the laptop was sent back to Australia, travelling nearly 50,000kms and returned to our clients together with scent of an Apple Macbook Pro."

Sadly for those with a love for Apple products and fragrances, the fragrance is not available to wear or buy. The fragrance will be diffused with the Air Aroma Aroslim diffuser for the duration of their artistic exhibition in Melbourne.

The 'De facto Standard' Exhibition is on from Thursday 19th April until May 12th, at West Space - Level 1, 225 Bourke Street, Melbourne.

Sadly we don't have smelly vision yet, but here's a video of someone from YouTube opening a Macbook Pro:

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    • surge | 19th April 2012 14:28

      This would be an awesome scent to market to the public, I gotta say.

    • MonkeyBars | 19th April 2012 19:38

      Had to check the date again to make sure time I wasn't in a coma and it was 4/1 again

    • LA2000 | 27th April 2012 10:59

      This sounds very "Comme des Garcons".

    • Thomas-the-Promise | 30th April 2012 10:23

      Love the idea and concept but would like to amend to my taste: I want a fragrance that captures the sensation of opening and playing a cellophane wrapped 12" vinyl record!!

    • funhuntr | 10th May 2012 06:02

      Bottle this up please!

      This article also got me thinking about the scent of a new car (which I love). Maybe a search on the boards is in order ...