The Fūme Scent Lounge is a first of its kind boutique that reinvents the perfume shopping experience. The Lounge was about creating a completely fresh and dynamic experience that attracted millennials, stimulated all the senses, offered a digital and interactive experience, raising the boutique lounge to a level of art. The design reveals an exploration of the fractal movement of mists of perfume. The ribbon canopy twists & spirals as it rises from the floor and swirls high above, around the perimeter of the lounge. The fragrance counter had to play as well. No longer a square place to feature product and spray clients, it became a curving, dynamic place of journey and discovery where clients would, through digital engagement with the interactive screens intuitively discover what perfume they are most passionate about. After discovering one’s perfume persona, patrons politely sample perfume scents through the discreet non-spray inhalers, which allows one to smell the fragrance without a tester or physical spray. A series of 10’ tall black digital towers create a virtual backdrop to the lounge. The towers stand deliberately separate from each other. Each tower digitally represents its own unique brand allowing for either a single brand experience, or a full digital concert of images and videos celebrating a specific brand and perfume, be it Gucci Bloom, Miu Miu, or Marc Jacob’s latest fragrance masterpieces. Images & videos dance across the backdrop of the lounge, coming in and out of view and focus like a fine mist. This tied in well with the ephemerality of the concept. The Lounge is a fleeting, changing, momentary experience. And when you move around the boutique, discover your fragrance persona, test and play, you can feel, for a few moments, the art of momentarily fleeting, sensual, non-linear movement of a spray of perfume.