Following the lost smell – Video of the day

The Madeleine is, to all intents and purposes, an analogue odour camera. Based on current perfumery technology, Headspace Capture, The Madeleine works in much the same way as a 35mm camera. Just as the camera records the light information of a visual in order to create a replica The Madeleine records the chemical information of a smell.

If an analogue, amateur-friendly system of odour capture and synthesis could be developed, we could see a profound change in the way we regard the use and effect of smells in our daily lives. From manipulating our emotional wellbeing through prescribed nostalgia, to the functional use of conditioned scent memory, our olfactory sense could take on a much more conscious role in the way we consume and record the world.

HOW TO SUCCEED WITH YOUR MADELEINE from AMY RADCLIFFE on Vimeo.