Reminiscence of Emotion (with Maja Smrekar)

(interior showroom for La Terre dei Savioia)

Authors: Maja Smrekar, Andrej Strehovec
Presentation: Andrej Strehovec, Andrea Tamas Dačić
Light design: Miloš Vujković
Execution: Scenart d.o.o., Jože Zajc
Location: Palazzo Tafinni, Savigliano, Italija
Foto: Marco Merli, Paolo Gobbo
Production: La Terre dei Savoia, Italija

Reminiscence of Emotion is a project for show-room interior, which is used for promotion of fragrances by perfume industry client. Design features a scenography-like-principle.
Show-room is combined of 5 environments supporting the idea of the olfactory memory in a poetical manner.
We trigger a kind of Marcel Proust´s madeleine emotional memory by making odor environments/installations (using herbs – all locally grown and used in the local production of essences) combined with the visual poetics of the 17th century Palazzo Taffini building.
By taking art historical heritage into consideration, we communicate with the tradition of the region. Environments are based on the form of the 17th century chandelier and craft-harritage.
We use baroque´s features in style: chiaroscuro (strong contrasts), forma serpentinata (perforations surface), illusionistic painting (“un-earthly” fog experience).
Each piece is light-colored and perforated with the motives of 5 different plants/herbs, which is for each herb/plant most typically recognized in the collective memory (lavender = violet, Italian immortelle = yellow, mint = green No.1, melissa = green No.2, absinthe= green No.3) and holds image of herb/plant on pedestal.
The smell is triggered by a pump – made from knitting-material – using dispersing technology. By stepping on the pedestal under the hood, the visitor´s discreet olfactory experience is enabled.
“Smell is a potent wizard that transports you across thousands of miles and all the years you have lived.” (Helen Keller, writer)
“What’s in a name? That which we call a rose by any other name would smell as sweet.”(William Shakespeare, writer)


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