SCENTMATIC Unveils 'Fragrance Discovery Lab': A New AI-Driven Experience Turning Senses into Scents
SCENTMATIC Inc. has opened an experiential lab at Tokyu Plaza Omotesando 'Omokado' using AI to analyze fashion, photos, and dialogue to suggest personalized fragrances.
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- 📰 Published: April 24, 2026 at 01:30
- 🔍 Collected: April 23, 2026 at 17:02
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SCENTMATIC Inc. (CEO: Toshiharu Kurisu, Headquarters: Tokyo), a company proposing new customer experiences through the digitalization of scent, held a press conference for its new service media on Tuesday, April 21, 2026. On the same day, 'Fragrance Discovery Lab,' a new experience that transforms intuition into scent, opened at Tokyu Plaza Omotesando 'Omokado' 5F ZONE2. At the presentation, CEO Toshiharu Kurisu announced the overview of the new experience, which facilitates finding one's unique scent through three entry points—fashion, photography, and dialogue—along with the vision behind the project.
### Opening Message from CEO Toshiharu Kurisu
'Even if you like fragrance, it’s hard to choose' – Addressing a global challenge for 6 years.
The event started with a greeting from Toshiharu Kurisu. 'It has been five years and five months since our company last held such a presentation,' said Kurisu, reflecting on the journey since the company’s founding in 2019. SCENTMATIC has consistently worked on the unique theme of 'capturing scent through language,' refining experiences in both the Japanese and UK markets.
Kurisu explained the core value they pursue with an evocative analogy. 'When people appreciate a painting, many enjoy it with an ambiguous sense of "it’s somehow nice." What adds language to that experience is actually manga. The presence of dialogue clearly conveys the power of the drawing.' He continued that the same applies to the relationship between music and its lyrics. 'Language has the power to make ambiguous senses clearer and strongly amplify emotions. We have wanted to achieve the same in the fragrance domain,' he said, passionately describing the concept SCENTMATIC has adhered to for six years.
Kurisu also touched upon his experience observing about 200 fragrance stores in Europe since establishing a base in the UK last year. 'Even in mature European fragrance markets, consumers feel that "I have preferences but can't find the right one" or "I don't really understand how I feel." Fragrance should be fun, yet people often feel intimidated when looking for it.' He identified the difficulty of choosing a scent as a global issue. 'That is why we felt the need for an experience where people can encounter scents while opening up their senses,' he revealed regarding the background of this lab.
### Three New Experiences at Fragrance Discovery Lab
This lab is a new experiential spot where you can find your preferred scent using your favorite photos or today's outfit as a catalyst. At the venue, three experience zones are available:
1. **Fashion to Fragrance (Fashion→Fragrance)**
Capture your full body with a smart mirror. AI analyzes your fashion and selects a scent that aligns with the image you want to project.
2. **Finding from Photos (Photo→Fragrance)**
Choose a favorite photo from your smartphone—such as something you love or a precious memory. The AI interprets the impression and worldview of the image to suggest a scent that matches your sensibility.
3. **Dialogue with Scents (Chat→Fragrance)**
Speak to a fragrance bottle, and the AI will narrate the story and impression of that perfume. By knowing the background and personality of the scent, you can encounter a bottle that feels more deeply and uniquely yours.
All newly announced services are currently pending international patents.
### Event Overview
Name: Fragrance Discovery Lab ~A New Experience Turning Your Senses into Scents~
Dates: Tuesday, April 21, 2026 – Wednesday, April 29, 2026
Hours: 11:30 AM – 7:30 PM
Location: Tokyu Plaza Omotesando 'Omokado' 5F ZONE2 (Jingumae 4, Shibuya-ku, Tokyo)
### Opening Message from CEO Toshiharu Kurisu
'Even if you like fragrance, it’s hard to choose' – Addressing a global challenge for 6 years.
The event started with a greeting from Toshiharu Kurisu. 'It has been five years and five months since our company last held such a presentation,' said Kurisu, reflecting on the journey since the company’s founding in 2019. SCENTMATIC has consistently worked on the unique theme of 'capturing scent through language,' refining experiences in both the Japanese and UK markets.
Kurisu explained the core value they pursue with an evocative analogy. 'When people appreciate a painting, many enjoy it with an ambiguous sense of "it’s somehow nice." What adds language to that experience is actually manga. The presence of dialogue clearly conveys the power of the drawing.' He continued that the same applies to the relationship between music and its lyrics. 'Language has the power to make ambiguous senses clearer and strongly amplify emotions. We have wanted to achieve the same in the fragrance domain,' he said, passionately describing the concept SCENTMATIC has adhered to for six years.
Kurisu also touched upon his experience observing about 200 fragrance stores in Europe since establishing a base in the UK last year. 'Even in mature European fragrance markets, consumers feel that "I have preferences but can't find the right one" or "I don't really understand how I feel." Fragrance should be fun, yet people often feel intimidated when looking for it.' He identified the difficulty of choosing a scent as a global issue. 'That is why we felt the need for an experience where people can encounter scents while opening up their senses,' he revealed regarding the background of this lab.
### Three New Experiences at Fragrance Discovery Lab
This lab is a new experiential spot where you can find your preferred scent using your favorite photos or today's outfit as a catalyst. At the venue, three experience zones are available:
1. **Fashion to Fragrance (Fashion→Fragrance)**
Capture your full body with a smart mirror. AI analyzes your fashion and selects a scent that aligns with the image you want to project.
2. **Finding from Photos (Photo→Fragrance)**
Choose a favorite photo from your smartphone—such as something you love or a precious memory. The AI interprets the impression and worldview of the image to suggest a scent that matches your sensibility.
3. **Dialogue with Scents (Chat→Fragrance)**
Speak to a fragrance bottle, and the AI will narrate the story and impression of that perfume. By knowing the background and personality of the scent, you can encounter a bottle that feels more deeply and uniquely yours.
All newly announced services are currently pending international patents.
### Event Overview
Name: Fragrance Discovery Lab ~A New Experience Turning Your Senses into Scents~
Dates: Tuesday, April 21, 2026 – Wednesday, April 29, 2026
Hours: 11:30 AM – 7:30 PM
Location: Tokyu Plaza Omotesando 'Omokado' 5F ZONE2 (Jingumae 4, Shibuya-ku, Tokyo)