Nonfiction, a brand known for infusing emotion and inspiration through unique narratives and scent, collaborated with the pavilion to create the eau de parfum Odorama Cities. The project, spearheaded by founder Haeyoung Cha and renowned artist Koo, aims to capture the poetics of everyday life in Korea and explore the extensive scent stories of the peninsula. The fragrance, created by master perfumer Dominique Ropion, features notes such as sandalwood, mugwort, incense, and tuberose that reflect scent memories from the years following the Korean War.
The pavilion’s smaller adjoining room houses a bronze sculpture of a playful figure, mid hop and emitting steam with various scents every two minutes. This interactive installation ties in with Koo’s theme of levitation, a recurring motif in their work. The figure symbolizes infinity and serves as a reminder of Korea’s rich history and scent narratives. Ropion, who has never visited Korea but is familiar with the country’s cinema and perfume culture, was tasked with creating a fragrance based on photos and scents typical of Korea, such as wood, incense, rice, spices, and flowers like magnolias.
Despite having limited knowledge of Korea’s history and culture, Ropion used the imagery and scents provided to imagine and create a fragrance that embodies the essence of the country. This unique approach, traveling to a country solely through scent, was a first for Ropion in his four-decade career as a perfumer. The resulting eau de parfum Odorama Cities is a blend of nostalgia and modernity, capturing the transition of Korea from an agrarian society to a highly urbanized, industrialized nation.
The scent memories evoked by Odorama Cities span decades, from the 1960s with notes of sandalwood evoking the sea, forests, and mountains of Korea, to the present with accords of incense reminiscent of the subway’s cold air and night engines humming. The fragrance serves as a sensory journey through Korea’s history and evolution, showcasing the country’s transformation through the power of scent. Ropion’s collaboration with Nonfiction and the pavilion highlights the interconnectedness of art, scent, and storytelling, creating a multisensory experience for visitors.
The project also sheds light on Korea’s burgeoning fragrance market, which has seen significant growth in recent years, particularly among younger generations. Critic Young June Lee contributes an insightful essay in the catalog about the disappearance of Korea’s previous smells, such as those from industry, bathrooms, hospitals, and cars, over the past three decades. This shift reflects a changing cultural landscape and the increasing importance of scent in Korea’s contemporary society.
Overall, the collaboration between Nonfiction, the pavilion, and Dominique Ropion showcases the power of scent as a medium for storytelling and emotional connection. Through Odorama Cities, visitors are invited to immerse themselves in Korea’s rich history and scent narratives, experiencing a sensory journey that bridges the gap between past and present. The project serves as a testament to the evocative nature of perfume and its ability to evoke memories, emotions, and cultural experiences in a unique and captivating way.
