Creating an environment for the Arts

November 29, 2011 § Leave a comment

Check this out: http://www.artnews.com/2011/03/01/scents-sensibility/

And here is one of the most interesting extracts of this article: “I think what these artists are after is not making a sculpture but making an environment,” says Yasmil Raymond, summing up her experience with olfactory art. “The work, when it smells, enters the realm of a human being, the living. This life component enters into it—which is very different from looking at a Monet.”

We always want to improve the “total audience experience” when organizing an art event. We always want to make the experience more participative, so that the audience gets implicated in the art. Marcel Proust already told us about the impressive power of taste for human being with his “madeleine:” eating a little cake could make him remember perfectly a long forgotten feeling which was related to a very specific moment. Basic food or clothing shops have already started to diffuse smell to attract the client with their most basic senses. Let’s consider the feeling of the environment of the moment. Let’s imagine that memory is sense related. Considering what makes the experience intense and unforgettable is feeling should not be so hard from an artistic point of view, since art performances always conveys visual or listening feelings. Why not using the smell or the taste to make the experience more total? Why not diffusing a very nice and characteristic smell in a symphony? Why not partner with great cooks for interludes? The principle is simple: it is called polysemy. A sense answers to (and reminds of) another sense which finally reminds the moment in which you had the feeling, making your memory so personal, intense, and complete, that it becomes harder to forget. Also, it’s a good way to develop loyalty in your audience…

-Victor

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