Fragrance manufacturer, Iberchem will be adding an olfactory dimension to the Spain Pavilion, at Dubai 2020 Expo. Originally scheduled to open on 20 October 2020, Dubai 2020 Expo will now take place from October 2021 to March 2022.
It is the first time in the country’s history that scents will be integrated into the design of the Spain pavilion. Different devices and fragrance applications will be used across installations to give visitors an olfactory experience, highlighting some of the most characteristic scents the country has to offer. Iberchem will also create an exclusive perfume for the pavilion, embodying all the olfactory richness the country has to offer.
Illustrating a country through scent
“As Spain is one of the world’s major fragrance producers, it was a relevant choice to include fragrances in the design of the pavilion,” says Ramón Fernández, CEO of Iberchem. “The Dubai Expo will be, without a doubt, an event that will be remembered in the future and it is an honour to be part of it. Over the past few years, Iberchem has presented a series of projects combining different disciplines and the universe of fragrances. To be given the task of illustrating a country through scent, especially on the occasion of a World Expo, is a challenge we are thrilled to take on.”
Luz Vaquero, Iberchem’s head perfumer, adds: “Spain has a lot to offer when it comes to scents: from the green aroma of the northern woods to the fresh air of the coast and the arid climate of the south. It’s a beautiful and enriching experience for a perfumer. It represents a unique opportunity to create fragrances with a distinctive profile. Each scent we have designed embraces in its own way the country’s natural, cultural and historical attributes. Visitors will get to discover a combination of recognisable scents and beautiful olfactive allegories.”
Fragrance with a creative purpose
It is not the first time that Iberchem has given its fragrances a creative purpose. After combining them with virtual reality in the 360° VR Experience by Iberchem at Beautyworld Middle East 2018, the company went on to pair its creations with art during the Nasevo: El Hombre que Confude Color con Olor art exhibition in 2018, with movies at Cinematik by Iberchem during Beautyworld Middle East 2019, and with music during Notes&Accords: A Multisensorial Concert in 2019 hosted with the Symphony Orchestra of the Region of Murcia.
A country on show
The Dubai 2020 Expo will take place in Dubai from October 2021 to March 2022. Over 25 million visitors from all over the world are expected to attend.
Connecting Minds, Creating the Future is the main theme of the expo, with opportunity, mobility and sustainability as the three subthemes. Spain’s pavilion, managed by Acción Cultural Española – a public organisation responsible for the country’s presence in international and universal exhibitions – will cover about 6 000m2 and will be located in the expo district dedicated to sustainability, under the heading Intelligence for Life.
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