I led the creative direction of The Scent Room — an olfactory journey in mixed reality. Six scent stones on a counter, each representing a fragrance family. A custom VR headset that lets you see the real world around you — the hostess, the stones, the counter — until you pick up a stone and smell it. Then the world shifts. Flashes, like subliminal images or half-remembered dreams. A forest of moss and branches. An explosion of petals suspended in mid-air. Eight seconds of pure synaesthesia — scent made visible — before reality fades back in and you reach for the next stone. The entire experience lasts under two minutes. The hostess guides you through it, collects your emotional reactions, and directs you to the fragrances that match your olfactory profile. You leave with a personalised scent video you can share — and Coty leaves with your data.