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HEADSPACE: A Symposium on Scent as Design

24
Mar '10
Parsons The New School for Design and The Museum of Modern Art (MoMA), in partnership with International Flavors & Fragrances Inc. (IFF), Coty Inc. and Seed Media Group, present HEADSPACE: A Symposium on Scent as Design. Taking place Friday, March 26, at Tishman Auditorium at The New School from 10am-5:30pm, this event will bring together for the first time leading designers, scholars, scientists, artists, and perfumers to explore this new territory for design. The event also marks the establishment of a new MFA in Transdisciplinary Design at Parsons.

HEADSPACE brings together panelists including IFF New York Creative Center Manager, Veronique Ferval and IFF VP, Perfumer Carlos Benaim; Anna Barbera, a Milan-based researcher and author who specializes in the links between built space and aroma; conceptual scent artist Sissel Tolaas; product designer Ayse Birsel; architecture and design critic Sylvia Lavin; neurobiologist Leslie Vosshall, whose pioneering work on olfaction is based on research on fruit flies and mosquitoes; architect Toshiko Mori; designer and researcher Susanna Soares, whose BEE'S project uses these insects as biosensors to detect diseases such as lung cancer, skin cancer and tuberculosis; and Jean-Louis Frechin, a designer exploring hyper-sensoriality.

The program was conceived by Paola Antonelli, senior curator in the Department of Architecture and Design at MoMA; Jamer Hunt, chair of Urban and Transdisciplinary Design at Parsons; and Laetitia Wolff, founder of futureflair. The three will also serve as moderators, together with Adam Bly, founder and CEO of seed.

In addition to panel discussions, this immersive and experiential event includes a select group of "accidental perfumers," Ayse Birsel and Bibi Seck of Birsel + Seck; Zoe Coombes and David Boira of Commonwealth; Toshiko Mori; Majora Carter; and Marije Vogelzang of the Amsterdam-based design studio Proef. These designers have partnered with IFF perfumers Celine Barel, Yves Cassar, Jean Marc Chaillan, Loc Dong, Pascal Gaurin, Clement Gavarry, Bruno Jovanovic, Laurent Le Guernec to create a series of unique applications for scent in everyday life, beyond fragrance. A film by Jane Nisselson of the company Virtual Beauty will document the designer/perfumer collaborations, and record the extraordinary process of designing a scent.

Chandler Burr, perfume critic at The New York Times, will moderate individual dialogues with the accidental perfumers on their scent design as well as on their creative process. In addition, Hunt will unveil the work of a group of students who collaborated with IFF perfumers to create a sensory experience, an interdisciplinary project called "Critical Experiments in the Smell of Space and Time."

International Flavors & Fragrances Inc


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