馥马尔香水出版社全新香氛「Northern Love 北境以北」沉浸式空间体验展

馥马尔北境以北展览

2026年09月25日-2026年09月30日

上海 Artempo 展厅（上海市静安区北苏州路1040号）

项目现场

馥马尔香水出版社以全新香氛「Northern Love 北境以北」为核心，在上海苏州河畔打造「THE SPACE ONLY WE KNOW」气味与亲密关系沉浸式空间体验展，作为新品上市配套艺术项目，品牌于 2026 年 9 月 15 日官宣这款香氛登陆中国大陆并同步启幕限时展览。本次展览是馥马尔为调香师 Bruno Jovanovic 新作打造的嗅觉艺术项目，该作品也是继《绅士》《伴你入梦》之后，调香师为馥马尔创作的第三支香氛，琥珀木质调以奶润檀木为主线，融合肉桂、肉豆蔻辛香，收尾点缀茉莉净油与香草，交织温暖与苦涩，复刻肌肤拥抱的温度记忆。

项目延续馥马尔香水出版社一贯的品牌内核，尊重调香师创作自由，将香氛从单一消费品升维为嗅觉艺术体验，打破大众对于香水仅作为美妆单品的固有认知，以 “去感受的勇气” 为主题，探讨香气、情绪与人体记忆的内在关联，在城市滨水公共空间搭建香氛艺术对话场域，传递品牌感性而先锋的创作美学。在空间造型与现场制作层面，展览依托苏州河畔场地构建沉浸式叙事空间，以红线作为核心视觉意象，承载未说出口的情绪联结，搭配层次化的光影装置与分区气味控制，将抽象的亲密记忆转化为可步入、可感知的场景。

空间动线依照情绪递进逻辑排布，区分氛围叙事区、装置艺术区与现场试香区域，采用克制简约的艺术化制作手法，规避商业快闪的强推销感，利用空间氛围引导观众从视觉、嗅觉双维度进入主题，实现空间造型、装置意象与香氛气味叙事的统一。

展期内，访客漫步空间，沉浸式感受装置叙事，体验分层嗅觉场景，现场试香感受「北境以北」的香气层次，在空间氛围中体会香气承载的亲密情绪。从传播营销的关系来看，嗅觉艺术展本身具备稀缺性与高级感，极易吸引艺术爱好者、香氛圈层与都市青年打卡体验，催生大量侧重氛围感、美学解读的 UGC 内容。项目以艺术展的形式完成新品传播，弱化产品硬广，借助空间与嗅觉体验建立情感共鸣，完成新品心智植入、品牌美学塑造、圈层口碑沉淀的完整营销闭环。

Centered on the new fragrance “Northern Love”, Maison de Parfums Frédéric Malle presents the immersive sensory exhibition “THE SPACE ONLY WE KNOW” themed on scent and intimate relationships by the Suzhou River in Shanghai, as an artistic campaign supporting the new product launch. The brand officially announced the launch of “Northern Love” in Chinese mainland on September 15, 2026, with the limited-time exhibition opening simultaneously. This olfactory art project is developed for the new creation by perfumer Bruno Jovanovic, marking his third work for Frédéric Malle after “Gentleman” and “Portrait of a Lady”.

This amber woody fragrance features creamy sandalwood as the main note, blended with spicy cinnamon and nutmeg, finished with jasmine absolute and vanilla. Its aroma interweaves warmth and bitterness, recreating the tactile memory of a hug on skin. Upholding the consistent brand philosophy of Frédéric Malle, the project respects perfumers’ creative freedom and elevates perfume from a mere consumer good to olfactory art, breaking the stereotype that fragrance is only a beauty product. With the core theme “the courage to feel”, it explores the intrinsic connection among scent, emotion and human memory, building a platform for perfume-art dialogue in the urban waterfront public space and conveying the brand’s sentimental and avant-garde aesthetic.

In terms of spatial styling and on-site production, the immersive narrative space is built along Suzhou River. Red threads serve as the core visual metaphor for unspoken emotional bonds. Layered light installations and zoned scent control systems transform abstract intimate memories into walkable, perceptible scenes. The visiting route follows emotional progression and is divided into narrative zones, art installation zones and scent-testing areas. Restrained and minimalist artistic fabrication avoids the overt sales atmosphere common in commercial pop-ups.

Spatial atmosphere guides visitors to engage with the theme visually and olfactorily, achieving integration of form, installation metaphor and scent storytelling. During the exhibition, visitors wander through the space, immerse themselves in narrative installations, experience layered olfactory scenarios and sample “Northern Love” to perceive how fragrance carries intimate emotions. From marketing‑communication perspective, olfactory art exhibitions are rare and sophisticated, attracting art enthusiasts, fragrance communities and young urban visitors to generate abundant aesthetically oriented UGC content. The campaign promotes new releases in the form of art exhibition and avoids blunt advertising. Emotional resonance is built through spatial and olfactory experience, forming a complete marketing closed‑loop covering new‑product perception building, brand aesthetic shaping and community reputation accumulation.

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