Date of Award

2026

Document Type

Dissertation

Degree Name

Master of Arts (MA)

Department

Luxury Business

Abstract

This dissertation explored the under-examined integration of scent within contemporary art exhibitions, projected to be a market of significant growth. At present, scent’s neurological impact within memory recall and emotional stimulation are well documented by supporting physiological literature, however in the historical context of art integration it has had a complex and often marginalised relationship perceived as both a promising innovation and an over-commodified disruptor. The research sought to explore to what extent the addition of perfumes may enhance the overall experience, accessibility, and commercial potential with a range of industry professionals and consumers. Using purposive and volunteer sampling a qualitative, mixed-methods approach was undertaken consisting of semi-structured interviews (n=7) and an online survey (n=52). A thematic analysis and triangulation were conducted across both data sets. The research identified three interlinked themes: scent as a catalyst for emotional and sensory expansion, a tool for accessibility and inclusion, and a vehicle for commercial opportunism. Challenges that need to be navigated include power dynamics, authenticity of interpretation, and the risk of commodification. These findings suggest that, when integrated with authenticity and care, scent can serve as a transformative cultural enrichment to the experiential contemporary art landscape.

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