01 / Independent event
Bring Back
An independent electronic music event bringing sound, moving image and scent into a shared environment.
View project
Lucky Lemon Studio / Scent & sensory design
Neuroscents
Where scent meets emotion and memory.
What changes when we think about fragrance as part of an experience—not only as a pleasant smell?
Supplied moodboard artwork / Artistic illustration
01 / Research context
Why scent feels different.
Smell is closely connected with brain systems involved in emotion and memory. A familiar scent can bring a person, place or moment back to mind—sometimes with a striking sense of being there again.
Those associations are personal. The same scent can mean something very different to different people.
Kontaris, East & Wilson (2020) — Behavioral and Neurobiological Convergence of Odor, Mood and Emotion: A Review. ↗02 / Our creative framework
What we mean by Neuroscents.
At Lucky Lemon, we use ‘Neuroscents’ to describe a neuroscience-informed approach to exploring fragrance: considering emotion, memory, attention and association alongside the scent itself.
It is a creative framework, not a claim that a particular fragrance produces the same response in everyone.
emotion / memory / attention / association
03 / A personal perspective
Why this interests me.
Scent / Emotion / Memory
“I’m interested in the way a scent can become part of a moment: the music playing, the light in the room, the people around you.
With Lucky Lemon, I want to explore how these elements can be designed together. The intention is to create a richer experience while leaving room for each person’s own associations.”
Katja Zvorykina / Founder
Research describes scent-evoked autobiographical memories as often especially emotional and vivid. That inspires our questions; it does not guarantee how someone will remember an activation.
Herz (2016) — The Role of Odor-Evoked Memory in Psychological and Physiological Health. ↗04 / From idea to brand experience
A scent belongs to a bigger story.
For a brand activation, we consider the identity, audience, setting and occasion. We explore how scent can sit alongside visuals, lighting and curated music to give the experience a coherent character.
01
Brand associations
What qualities and stories should the concept express?
02
Sensory relationships
How does the scent relate to the music, images and light?
03
Setting and delivery
Where, when and at what intensity will it be experienced?
04
Testing and refinement
How does the concept work in the actual environment?
05 / Independent creative projects
Explore the work.
Artistic explorations of sound, scent and space—not neuroscience experiments or scientifically validated case studies. Individual contributions and credits remain listed on each project page.
Let’s start a conversation
What could your brand feel like?
Let’s explore scent as part of your next activation.