Like Proust’s madeleine, MWC visitors will be able to evoke their memories of Barcelona through the sense of smell, which is said to be the sense most closely linked to memory. And those visiting the Catalan capital for the first time will be able to discover what it smells like and create their own very special memories. Without leaving the pavilions of this major congress, they will be able to take a tour of the smells of several of the city’s most emblematic spaces thanks to AirParfum, an experience developed by the Catalan company Puig which can be discovered on the stand of Mobile World Capital Barcelona (MWCapital).
“We’ve conjured up the aroma of six Barcelona locations”, said Gregorio Sola, senior perfumer of Puig. The places chosen are Barceloneta beach, with the smell of the sea breeze and the sand; the Rambla, imitating a flower seller on Saint George’s Day; Park Güell, through the flowers on the steps of the dragon; Calle Petritxol, with its smell of chocolate; the Camp Nou, combining the recently watered turf and a leather football; and Santa Maria del Mar basilica, with its stone and incense. “It’s undoubtedly an olfactory discovery which accompanies the sense of sight, creating a unique multisensory experience of the city of Barcelona”, said Sola, who developed the fragrances exhibited at the MWC.
The Vice President for Innovation
“It’s been a great gift for the innovation and perfumery teams of Puig to collaborate on the design of an innovative and exciting sensory experience for visitors to the city”, remarked the senior executive of the company whose headquarters can be found next to the MWC venue.
