A condo building in Miami is touting scent design as the next big thing in luxury amenities
And now: custom scents to set the mood.
Miami's One Thousand Museum, a 62-story residential tower designed by Zaha Hadid Architects, is already one of the most expensive projects on the market, with prices ranging from $6 million to $50 million for the penthouse. It even has the city's only private rooftop helipad.
But One Thousand Museum seems determined to out-amenity its competitors by appealing to more senses than just the visual.
The developers turned to scent branding company 12.29, founded by olfactive expert Dawn Goldworm, to craft fragrances that can shape the mood of every space in the building.
"We use smell every day, all the time - every minute, in fact, that we inhale," Goldworm said to Business Insider. For One Thousand Museum, Goldworm was tasked with creating different "emotional territories" to shape the mood of different parts of the tower.
Goldworm, who's a synesthete - meaning, in her case, she can perceive scents as colors - has over 10 years of experience in the fragrance business, working with Avon and Coty and training in Paris to hone a keen scientific knowledge of her craft. She regularly develops personalized fragrances for luxury brands, celebrities, and events, setting the tone at fashion shows and in high-end boutiques for brands like Mercedes-Benz, Valentino, and Lady Gaga.
There are four custom scents for One Thousand Museum, each specific to a space and a function. They'll be diffused through the HVAC system, which will atomize the perfume oils into an ultra-fine mist.
So will we be seeing custom scent design as a regular luxury amenity? Goldworm, for one, says the trend is on the up: she's already working on other upscale residential projects in Miami.