L’Oréal Luxe is now become DATALAND’s exclusive founding olfactory partner, the new Museum of AI Arts opening in Los Angeles on 20 June 2026.
The partnership will debut with Machine Dreams: Rainforest, an inaugural exhibition by Refik Anadol Studio. The project brings scent into the core exhibition experience, positioning fragrance as an active part of cultural storytelling rather than a supporting brand feature.
For museums, galleries, brand experience agencies and attraction designers, the collaboration points to growing interest in multisensory formats that combine visual media, artificial intelligence, data and responsive environmental systems.
Bespoke Fragrance Built From Data
L’Oréal Luxe’s Fragrance Métier team has developed 12 rainforest-inspired scents for the exhibition. The collection uses a proprietary fragrance model alongside data from the Large Nature Model by Refik Anadol Studio.
The scents include concepts such as Scent of Rain, which draws on scent-capture techniques to recreate rain-soaked earth, and Scent of Data, which interprets algorithmic rhythm through fragrance.
This approach gives fragrance a narrative and technical role within the exhibition. It also offers a useful case study for suppliers exploring how scent can support memory, atmosphere, pacing and audience response in visitor experiences.
Smart Diffusion And Personalised Interaction
Smart diffuser systems will disburse the fragrances, responding to the artworks and to visitor movement.
This creates a sensory layer that changes according to audience behaviour and exhibition content. For experience producers, this type of responsive scent system opens new possibilities across AI art, retail environments, branded installations, hospitality, wellness spaces and themed attractions.
DATALAND’s 25,000-square-foot site will include five galleries and 1.5 billion pixels of visual display, giving the fragrance system a large-scale media environment in which to operate.
Beauty, Technology And Cultural Partnership
For L’Oréal Luxe, the partnership moves fragrance beyond conventional product presentation and into a cultural experience setting.
For DATALAND, scent adds another sensory channel to AI-generated visual art, helping the museum define its position as an omni-sensory venue.
The collaboration also reflects wider B2B opportunities at the intersection of beauty, technology, art and spatial design. As cultural organisations look for richer audience engagement models, scent-led systems may become a stronger part of exhibition planning, brand activations and location-based media.
For the visitor experience sector, the project shows how fragrance can be planned as part of the creative infrastructure of an exhibition, with clear links to content, movement, data and emotional response.
