Air Aroma and Greatest Hits creates scent of newly opened Apple product

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Australian scent solutions company Air Aroma has created a unique scent. The scent of an Apple product being opened for the very first time.

The scent created for Greatest Hits encompasses the smell of un-boxing an Apple Macbook Pro

Australian scent solutions company Air Aroma has created a unique scent of an Apple Macbook Pro being opened for the first time. This distinctive scent was commissioned by Greatest Hits, an artistic collaborative group comprised of Melbourne-based artists Gavin Bell, Jarrah de Kuijer and Simon McGlinn for an exhibition at West Space, entitled ‘De facto Standard’.

In March, Greatest Hits approached Air Aroma seeking to develop the one-of-a-kind fragrance for their upcoming exhibit which will run from the 20th of April to the 12th of May this year at the West Space, 225 Bourke Street, Melbourne, Australia.

Because the scent requested by the artists was so unique and specific it required sourcing ingredients from Air Aroma’s France-based colleagues. In order to replicate the smell of a newly opened Apple product from its box, a brand new unopened Apple Macbook Pro was sent to France. From there, professional perfume makers working for Air Aroma used the scents they observed while un-boxing the Macbook Pro to determine the characters of the scent. They identified a combination of leather, lily flower but also plastic film, cold metal, musk and sticky tape. The unique blend was then tested using the Air Aroma diffusers and approved by the artists and Air Aroma.

In a statement posted on the Air Aroma website, “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 aluminium laptop which has come straight from the factory where it was assembled.”

On completion of the project, the laptop was sent back to Australia and returned to the artists along with a bottle containing the scent of the newly opened Apple Macbook Pro.

Greatest Hits and Air Aroma plan to diffuse the fragrance using the Air Aroma’s Aroslim cold-air diffuser for the duration of the exhibition in Melbourne. The fragrance forms part of Greatest Hits’ exhibition at West Space. The Apple un-boxing scent was created specifically for the exhibit and will not be available for purchase, or for personal use.

News of the scent has been featured on all major Australian newspapers, USA Today, Gizmodo, TIME, Macworld and CNET just to name a few.

Since first announcing the project on April 16, Air Aroma has been inundated with requests from fans all over the world for a mass-market version of the scent.

Air Aroma has been a provider of scent marketing solutions, fragrances and technologies for more than 12 years. Clients include Langham Hotels, Hilton Offices, InterContinental Hotels, General Motors, Qantas, Sofitel Hotels, Carnival Cruises, Fitness First and many retail stores around the world. The company currently has a global network of five regional offices (Australia, Japan, the Netherlands, United States and Hong Kong) and supported by local distributors covering over 80 countries worldwide.

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Alexandre Cosic
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