Olfa Pop-Up

Type Design, Illustration

A pop-up that utilizes scent memory to help the audience recall parts of their past. This project was created with advice from Michael Freimuth of Franklyn Studio

During the event, the viewer goes through a series of rooms, each of which contain a specific smell—beautiful, strange, or neutral.  If a certain memory arises, they pick up a card and write down anything that is tied to this smell for them: it can be a memory, a feeling, or an image.


Then, the viewer places it on a wall where one can observe the various reactions a single smell produces. Some might be reminded of their grandmother's garden, others of the first time they failed a test. Viewers can discuss their findings with friends or strangers.