On June 20, 2026, Dataland, the world’s first omni-sensory Museum of AI Arts, co-founded by Refik Anadol and Efsun Erkılıç, opens in Los Angeles. 

For this collaboration, L’Oréal Luxe is Dataland’s exclusive founding olfactory partner. 

Through innovative technology, twelve unique avant-garde olfactive imprints will be experienced by visitors as living scents, diffused in response to the artworks and each visitor’s presence, translating digital dreams into scented, lived experiences.

With five galleries spanning 25,000 square feet and 1.5 billion pixels, the museum debuts with its inaugural exhibition, Machine Dreams: Rainforest. 

While Anadol uses advanced computing to visualize billions of data points, the L’Oréal Fragrance Métier relies on its olfactory mastery to craft captivating scents. 

Karine Lebret, Fragrance Métier International Director, L’Oréal Groupe, said, 

“Fragrance is the ultimate language of emotion, a direct bridge to the soul that transcends reason. In response to Refik and Efsun’s vision, our L’Oréal Fragrance Designers have shattered traditional boundaries to craft unfiltered sensory truths. Within DATALAND, we unveil the technical precision of our Métier through ‘immersive scents’ to leave a powerful, indelible emotional imprint.” 

Drawing from Anadol Studio’s Large Nature Model, L’Oréal Fragrance Métier leveraged its fragrance model to craft the twelve olfactive imprints, combining a singular expertise with an unparalleled level of innovation. 

Among them, Scent of Data blends clean musks and aldehydes to replicate the algorithmic pulsation of code, scenting the “mind” of the machine. 

Meanwhile, Scent of Rain delivers a hyper-realistic atmosphere of humid earth after rain, featuring the characteristic petrichor accord, headspace-captured, and earthy patchouli facets.

These scents are diffused through Dataland’s smart-diffuser devices that react to the artworks and the visitor’s presence. 

Reaffirming its unrivaled authority in luxury fragrance, L’Oréal Luxe moves scent out of the traditional bottle and into a permanent cultural institution. 

Photo Credit: Alix Malka for L’Oréal Luxe