Tania Bruguera At The Tate Modern

Tania Bruguera At The Tate Modern

Opening on October 1st, Tania Bruguera’s Turbine Hall exhibition at the Tate Modern focuses on the migration crisis while celebrating the theme of being a neighbour. EcoScent have been commissioned to scent the exhibition over the upcoming months.

A number of symbolic actions can be carried out throughout the exhibit. Taking a hidden center stage is a portrait of a Syrian refugee, Yusef who turned his life around and is now working for the NHS. The portrait is hidden underneath a heat sensitive floor and can only be revealed by the heat of around 200 bodies.

A low frequency sound plays in the background of the exhibition that is just enough to unsettle visitors; a slightly unusual tactic of creating empathy and comradery. Following the unsettling theme is the ‘crying room’. An organic compound pumped into the air makes guests spontaneously burst into tears, forcing everyone in the room to cry with one another.

Bruguera worked with 21 local to perfect ideas for the exhibit surrounding neighbourhood and working together in a community.


Project Type: Events |  Project Location: London  |  Products: EcoScent Deimos
Fragrance: Fresh Cut Grass – The advocating aroma of lush green grass the first cut of spring.


What are the benefits of scent marketing?

  • Adds to customers experience.
  • Create a competitive edge and a better experience for your customers.
  • The human nose is able to recall smells with 65% accuracy after a year, in contrast to only 50% of visuals after three months.
  • Create a truly powerful connection with your customers.
  • Your signature scent can be seen as your commitment to cleanliness with the intuitive cue of a fresh scent.
  • Ambient scent has the strongest impact when it comes to enhancing consumer behaviours in terms of emotion, evaluation, willingness to return to a store and purchase intention.
  • Cancels out unpleasant odours.
  • Stimulates the right emotions.