Interest for olfactory storytelling is booming in heritage and tourism contexts (e.g., in city branding and cultural attractions), while knowledge about the methodologies and opportunities is low. Through historical research, scent development, event organization, surveys and interviews, the Odeuropa project has developed a hands-on toolkit with ready to use resources, which can help institutes to start experimenting with multisensory storytelling. The Toolkit also shows why institutes should be interested in smell: it outlines the growing interest for olfactory storytelling in heritage institutes, addresses possible concerns of the heritage sector, and proves the possible impact of multisensory approaches. Odeuropa seeks to disseminate this toolkit (which is open access available) and is interested in future collaborations with different sectors (cultural heritage, tourism, fragrance industries).
Addressing target audiences and expressing needs
- Grants and Subsidies
- Business partners – SMEs, Entrepreneurs, Large Corporations
- Collaboration
We are looking for cultural heritage institutes and tourism sectors to make use of the Toolkit and of the knowledge we developed during the Odeuropa project. This can also be done through a services model, or as part of a new collaborative project. We are also interested to work with perfumers, olfactory artists and other partners from fragrance industries, to develop new projects around olfactory storytelling.
- Public or private funding institutions
- Other Actors who can help us fulfil our market potential
- Academia/ Universities
R&D, Technology and Innovation aspects
The Olfactory Storytelling Toolkit has been developed, evaluated and tested in co-creation with heritage and fragrance groups, during different olfactory events and workshops. Furthermore, sections of the OST have been presented and tested, receiving feedback from stakeholders. During the Odeuropa Smell Culture Fair (November 2023) heritage professionals have been trained to work with the Toolkit. The OST is thus ready for future exploitation.
Odeuropa research has captured a significant rise of interest for olfactory storytelling in GLAMs in the last decade, specifically in Europe. Overall interest for smell is booming. A recent Grand View Research report states that the fragrance and perfume industry is one of the fastest-growing sectors in the world. As cultural markets are seeking to make a difference, we project that services for olfactory storytelling will have a sustainable market opportunity. Olfactory storytelling can enhance visitor angement, diversifying publics and support wellbeing.