Page 116 - EM - Export Magazine Perfumery Edition

COMPANY
AGARThI
THE PERFUME OF THE METAVERSE
In perfect harmony with the theme of the most But what is the metaverse?
recent Pitti Fragranze perfumery exhibition in
Florence “Reinvented Perception”, Agarthi was
featured in the opening lecture where it was
explained why it is considered the perfume of the
metaverse.
fragrances from the most
remote and unreachable places
in the core of the Earth
114
The metaverse is a universe beyond the physical
world, where both the virtual and digital space come
together, and it is possible to interact. It is related
to the advancement of virtual reality technology
because of the growing need for immersion. The
aim was to make use of A.I - Artificial Intelligence,
precisely because if there is something difficult to
share and transmit, it is a scent. It is well known that
perfume is the most powerful sense to translate and
make meaning of the word “immersive”. The world
of Agarthi was conceived from the hollow Earth
theory, the invisible pathways to a secret world
always hidden in the most remote and unreachable
places on the Earth’s surface, but still connected by
tunnels to every corner of the globe. This has been
the subject of several novels and tales in literature
and that enchanted world became the inspiration
for the Agarthi Scent Core fragrances.
A real and immersive world
The architect of the scented metaverse created
the world of their Agarthi, which was made even
more real and immersive by designing the scents
of these realms. This project is not only a two- or
three-dimensional visual interpretation but a fourth
dimension is added, linked to the fourth sense of
smell: the fragrances.