The power of scents – Scent in context

Peter de Cupere, PXL-MAD School of Arts in Hasselt, Belgium

Smell is a powerful sense that offers many possibilities. By combining odors with another sensory organ, an interaction is created to give both senses a greater impact. The context of an odor or image can also change by cross-over with a different sense. In his lecture he explains how the use of scents can create awareness . How smells are perceived and how they have impact on the spectators and media. He let the spectator experience the smell of Air Pollution that was used for his work Smoke Flowers in which he has managed to conjure real flowers to regurgitate the fumes of industrial pollution. Futhermore he discuss other examples of the use of smell to raise public awareness of environmental situations.

Peter de Cupere received in 2018 The Golden Pear award for his Contribution to Scent Culture for his lifetime and ongoing achievements. The award is made public in the 5th annual Art and Olfaction Awards ceremony, on April 21, 2018 at The Tabernacle in London.

For more information about Peter de Cupere, please visit

Peter de Cupere in his lab Photographer Frederik Buyckx


December 3, 2018
Session 2: Olfaction & Marketing: Towards a Personalized Emotional Perspective
14h00  -  15:30