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OLFACTIVE LANDSCAPES

CRAFTED BY ARTIFICIAL INTELLIGENCE

Go beyond fragrance. 

Embark on a multisensorial journey inspired by Rose Barbare and Néroli Plein Sud, two icons from Guerlain’s L’Art & La Matière Collection, imagined through a series of intimate conversations with Guerlain Perfume Creation Director and Perfumer Delphine Jelk and powered by Artificial Intelligence.

An immersive artistic experience, Olfactive Landscapes is not just about smelling a fragrance, but about experiencing it with eyes wide open.

NéROLI PLEIN SUD

If the notes of Néroli Plein Sud were written, it would be a travel journal.
The story begins with a clear blue sky above a garden of orange trees.
There, I envisioned a Néroli full of an immense and dizzying freshness.
All around, to infinity, arid landscapes with ochre and sandy tones.
Cinnamon, turmeric, and vetiver come as metaphors of the desert’s heat and disrupt the freshness of the Néroli like headwinds.

ROSE BARBARE

If the notes of Rose Barbare were put to music, it would be an opera.
The heroine of this passionate staging is a rose, intensely red.
She is wild, almost dangerous, sharpened by a metallic aldehydic note.
This woody floral, in several acts, is also full of spice.
Powerful undergrowth notes are followed by honey and patchouli.
This rose embraces us.
She is sensual, rebellious, and marks us forever.
It is an indelible imprint, red as blood.

HOW IT WORKS

1. Drawing on conversations with Guerlain Perfume Creation Director and Perfumer Delphine Jelk, a team of creative technologists blended different AI tools to create a unique AI model, able to generate a series of immersive 3D landscapes reflecting her words.

2. A series of shortlisted landscapes were chosen from thousands of interpretations via the custom AI model & 3D animation.

3. These shortlisted landscapes were then run through multiple post-production iterations to craft an immersive, multi-sensorial journey.

4. Guerlain then worked with a team of technologists to integrate Rose Barbare & Néroli Plein Sud, two icons from the L'Art & La Matière Collection, within two of these landscapes, to enhance the olfactive immersive experience. 

Q&A

1. WHAT IS GENERATIVE ART, MADE POSSIBLE BY THE RISE OF ARTIFICIAL INTELLIGENCE?

Artificial intelligence can be used for artistic purposes through so-called generative art: this is the result of a written request - called a prompt - addressed to an artificial intelligence. Thanks to its analytical capacity and computing power, artificial intelligence is able to generate an original image - using a technique known as text-to-image - from the prompt. The challenge here was to build the most accurate prompt possible.

2. ARE THESE LANDSCAPES ENTIRELY GENERATED BY ARTIFICIAL INTELLIGENCE?

While these landscapes are indeed crafted with the assistance of Artificial Intelligence, human interaction was essential. In collaboration with creative technologists, artists, and designers, Guerlain employed 3D production methologies and post-production revisions to work alongside AI. This cohesive effort allowed them to merge their insights and aesthetic sensibilities with the AI, crafting a captivating and compelling experience that would not be possible to generate alone. 

3. HOW WAS EACH LANDSCAPE IMAGINED?

Guided by intimate dialogues with Delphine Jelk, Guerlain drew upon the stories of Rose Barbare and Néroli Plein Sud, two L’Art & La Matière icons, to craft an unprecedented multisensorial journey empowered by Artificial Intelligence. Prompt engineers carefully crafted AI prompts that best captured Delphine Jelk’s artistic emotions and stories to fuse her vision with AI. This process posed unique challenges, particularly in reinterpreting these fragrances for virtual reality and translating them into these surreal landscapes. The collaboration blended human creativity and AI capabilities to craft an immersive and captivating olfactory experience.

4. WHY DID THE MAISON GUERLAIN ADOPT THIS PROCESS? ​

The Maison Guerlain embraced this process to push the boundaries of imagination and innovation. Our aim was to question the sensorial journey of fragrance exploration and to engrave a lasting, immersive impression of each perfume. This goal drove us to transcend traditional olfactive experiences, evoking lasting emotions and memories through Olfactive Landscapes. Guerlain remains committed to pioneering new frontiers at the intersection of fragrance, art, and technology.​

5. HOW DID THE MAISON GUERLAIN BUILD UPON THE TECHNOLOGY FROM LAST YEAR’S BEE BOTTLE PROJECT?​

Venturing far beyond the Bee Bottle Project, Olfactive Landscapes harnesses the same AI image generation technology as the Bee Bottle Project through a complex custom AI model. Rose Barbare and Néroli Plein Sud bottle images were uploaded onto our servers to train the AI to recognize and reinterpret the bottle art. Guerlain departed from traditional text-to-image artificial intelligence to embark on an unprecedented journey of text-to-image-to-3D immersive landscapes, and from classic virtual reality to 3D olfactive VR.​

6. HOW DOES THE PERFUME DIFFUSION TECHNOLOGY WORK?​

The perfume diffusion technology seamlessly synchronizes with the Vive Focus 3 headset. This technological collaboration automatically diffuses fragrance from Rose Barbare and Néroli Plein Sud, two iconic perfumes of the L'Art & La Matière collection, allowing Olfactive Landscape to transcend a traditional sensorial journey.​