12.29 JOURNAL

By integrating scent as a pillar of brand identity, 12.29 creates immediate and memorable connections between brands and consumers.

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What does transportation smell like in the future? Focusing on the safety and comfort of the people-centric passenger experience, @dawn_goldworm of 12.29 asked the @virginhyperloop team what challenges they will face in adopting this wildly new technology. Being the only new form of mass transportation in over 100 years, the Hyperloop team suggested that the hurdles to passenger acceptance and engagement may be more emotional than rational. And this is when 12.29 inserted scent as part of the solution. . . . #virginhyperloop #scent #future #scentofthefuture #futuretransportation https://www.instagram.com/p/CNTS_83A9RJ/?igshid=72w973h7b0vz

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"Our backgrounds really gelled together and they have throughout the history of 12.29. Dawn was looking at the application of scent to be more than just something you put on your skin–how do people behave when they smell something and what does it mean in terms of the different feelings it evokes? And I have spent my entire career basically following people around understanding why they buy what they buy, why they behave as they behave, why their stated importance about something might actually be different to what they do." - @samantha.goldworm in an interview with @theflairindex . . . #cofounder #twins #scent #womenownedbusiness #startup #onlyscentremains https://www.instagram.com/p/CNBHHexArFM/?igshid=ryc7phji2i1x

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We are speaking at the YSL SCENT-SATIONAL WEEK tomorrow. Please tune into @yslbeauty Instagram LIVE tomorrow at 2pm EST. . . . #fragranceweek #yslbeauty #onlyscentremains https://www.instagram.com/p/CMz3FBHgdPk/?igshid=1lajalgpoy3nv

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Social for today: Caption: "In working with clients to create a scent, Dawn and Samantha live and breathe the brand. Walking in their clients’ shoes (literally), spending time in a space, wearing the clothes, experiencing the brand through a very specific lens in order to distill it down to a scent." - @victoria_malloy, @coveteur . . . #creativeprocess #scent #olfactory #onlyscentremains https://www.instagram.com/p/CMxpzTHASNn/?igshid=f6fretcr0gbr

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Throwback to when @kanyewest returned to the Paris Fashion Week. When Kanye had a meeting with @dawn_goldworm , she walked him through what amounted to a wine tasting for the nose. West repeatedly returned to the scent of dirt. Dawn explained how she could create Yeezy scents within two months if they scheduled a second two-hour meeting. “There’s no way this meeting can’t be that meeting?” West asked her. “I’m sold. The question is, do we do one or two or three?” - Christina Binkley, @wsj . . . #kanyewest #yeezy #scent #olfactivebranding #parisfashionweek #dirt #onlyscentremains #tbt (at Théâtre des Bouffes du Nord) https://www.instagram.com/p/CMc_KhQgLa5/?igshid=508g0wlnne5c

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Happy International Women’s Day. . . . #quote by #mayaangelou #internationalwomensday #womensupportingwomen #onlyscentremains https://www.instagram.com/p/CMLF2XKg0yN/?igshid=1g1yp19ah6cpp

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Can the way something smells change the way you feel?  Absolutely…  Here is what Dawn has to say. . . . #smell #emotions #memories #expertspeak #instagram #design #onlyscentremains (at Seaport District NYC) https://www.instagram.com/p/CLsNixWALTm/?igshid=17vhc73h3r7w4

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A digital book cannot be infused with smells. It cannot press flowers in between its pages. It cannot contain tears or coffee stains. We prefer the pure magic of paper books. The smell of ink and adventure and heartbreak. . . . #realbooks #reading #pressedflowers #scent #coffeestains #digitalbook #smell #oldbooks #onlyscentremains #puremagic #magic #pages #abookaday https://www.instagram.com/p/CLppDCSgafI/?igshid=1o9n7cebu9jmq

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New York City’s The Quin chose 12.29 as its perfume partner to create Heritage, a sweet-meets-spicy concoction of clean linens (always good in a hotel), vetyver, fresh pepper, cassis and cashmeran that fills the hotel’s public spaces and can be whiffed in the scented stationery that comes in each room’s “Provisions Cabinet.” - @cntraveler 12.29 created a custom candle and notecards with invisible capsules that release the signature scent as you write on them. Email [email protected] to learn more. . . . #thequin #postcards #candles #scent #hotel #hospitality #perfume #onlyscentremains https://www.instagram.com/p/CLXD6l6gyRM/?igshid=rzv8kcm4oige

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Any design needs to be approached with the goal of creating something that communicates the brand’s essence clearly. The Virgin Hyperloop Propulsion Pods were designed with the aim to communicate safety and comfort to it’s travellers and would not force humans to adapt to technology. To achieve this, approachable sounds, fresh air (or the scent of it), natural light and greenery needed to be incorporated and curated in a seamless manner.. This involved working to convey messages and even emotions in a multisensory way, “acknowledging that the visual is important but not the only thing,” says Luchian, who oversaw a design team that included Seattle-based design firm, TEAGUE, for design of the interior pods; sonic studio Man Made Music, which handled sound design; and olfactive branding firm 12.29, which created smell design." - @archdigest . . . @man_made_music @virginhyperloop @teague1926 #design #designnews #designthinking #futuretransportation #futuretravel #futuretransport #futurethinking #hyperloop #innovation #mobility #paxex #publictransportation #publictransit #sustainabletransport #transportdesign #travel #urbantransport #userexperience #onlyscentremains https://www.instagram.com/p/CLHsLtzAxM6/?igshid=qhmx4z1c16yh

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The first Scent for Good product has dropped! Visit @scentforgood to experience the world of Scent for Good and to purchase our Mother Earth Hand Sanitizer. Mother Earth is carefully compounded with a dermatologist approved gel-based formula, leaving your skin softer after every use. Formulated with the essential oils of Sandal Wood, Bergamot Lemon, Iris Flower, Amber Resin & Tonka Bean, it is FDA reviewed and registered. This is a Scent for Good product. And everyday luxury designed to bring joy to your world - and help you stay safer in it. Apply. Smell. Smile. Repeat as necessary. Because your happiness is always necessary. #care #compassion #community #scentforgood #motherearth #handsantizer #luxuryhandsanitizer #sandalwood #bergamot #tonkabean #irisflower #amber #fdareviewed #dermatologistapproved #health #healing #joy #happiness #safety (at New York, New York) https://www.instagram.com/p/CLCjV2bA2ho/?igshid=dy08b5kw0phv

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“People don’t realize the profound effect cleaning products have on the smell of their homes, but they do. Get rid of any scent triggers that are going to remind you of 2020. To start, stop using so much bleach, and just use a good-smelling soap. Cleaning products have a huge variety of scents, so pick one that you enjoy that makes you feel happy when you use it,” she says. The same goes for laundry detergent, candles and hand soap." - @dawn_goldworm @TheWashingtonPost. . . . #quote #washingtonpost #clean #happy #emotions #2020 #scents #onlyscentremains https://www.instagram.com/p/CKy9tSug8mW/?igshid=vyafvhw4kpsz

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Have you ever tried wearing scented T-shirts? For the first time, 12.29 infused the Fendi Brand Scent Identity in limited edition scented t-shirts. Using innovative proprietary technology to encapsulate Fendi's scent identity 'Free' in the fabric enabled the t-shirts to remain scented for up to ten washes. The F is For… scent identity, 'Free,' was inspired by the New Rome; the Eternal City that is broken down to its soul, sunsets with shades ranging from blue to pink, from orange to red, white marble columns, arches designed in dreamy scenarios mixed with industrial hubs … Far-away from the touristic/usual Rome. The scent embodies the flowing water and its authentic beauty, falling in NYC from Roman fountains. 'Free' is full of color, happiness, and youth. Sparkling with juicy watermelon, bright bergamot, and salty grapefruit, Free is clean, easy, and authentic fun. Contrasted with the New Rome's magnetic, unique experience, a mix of cobblestones and graffiti, the scent vibrates with black leather and clean woods. F is For…Freedom! . . . #fisforfendi #fendi #scentedtshirt #onlyscentremains https://www.instagram.com/p/CKoraMvglNd/?igshid=mvcdix6tu8ea

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“There is always light if only we are brave enough to see it, if only we are brave enough to be it. But one thing is certain, if we merge mercy with might and might with right, then love becomes our legacy and change our children’s birthright.” - Amanda Gorman . . . #bethechange @amandascgorman #quote https://www.instagram.com/p/CKUXIFMgfbM/?igshid=jkg5acwbwmd8

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Missing that beach vibe, ocean air, and salty hair. Throwback to when we created the Nikki beach Room Spray and Reed Diffusers to celebrate 20 years of Music, Dining, Entertainment, Fashion, Film, and Art. These products house the Nikki Beach scent identity, 'Saint Tropez' named after one of the brand’s most popular beach club locations. 'Saint Tropez' is bright, like a perfect beach day with notes of juicy lychee and wet melon. It is fresh as a blue sky with petally jasmine and fluffy musk. And it is sexy, like sun-kissed skin with amber resin and creamy vanilla. All it would take is one whiff to transport us to the memory of a lovely summer day. Click the link in the bio to purchase the @nikkibeachworld products. . . . #scentedproducts #roomspray #reeddiffuser #sainttropez #nikkibeach #onlyscentremains (at Nikki Beach Saint Tropez) https://www.instagram.com/p/CKRQULQAs0j/?igshid=3s0kmwzszjh7

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“The odors of fruits waft me to my southern home, to my childhood frolics in the peach orchard. Other odors, instantaneous and fleeting, cause my heart to dilate joyously or contract with remembered grief. Even as I think of smells, my nose is full of scents that start awake sweet memories of summers gone and ripening fields far away.” - Helen Keller . . . #helenkeller #smell #scent #odors #olfactivememories #emotions #emoticons #onlyscentremains https://www.instagram.com/p/CJ_nXw5gmnm/?igshid=199p0m1xl29o5

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"I remember you, reflected in the fire of winter, on cold snowy nights when you warmed my heart with your tender embrace." To communicate a consistent, engaging and memorable experience, 12.29 creates scented product for a 360° branding approach. For the Holiday Season, 12.29 transformed the Harrods Christmas floor into a visceral winter memory. Inspired by sitting in front of a fireplace, wrapped in a cashmere blanket, sipping on cognac, the exclusive scent experience, “Fireside Memories” filled the Christmas Floor. 12.29 also created a bespoke porcelain candle, perfume for the home and tissue paper so customers could take the feeling of Harrods Christmas home. . . . #productdevelopment #firesidememories #harrods #candle #roomspray #360degree #olfactivebranding #scentmarketing #onlyscentremains https://www.instagram.com/p/CJ6Y2dagHR9/?igshid=1rje7nz48hza7