Exploring scent as
a creative way of life

Briefing

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The visual concept «supports coordination via processes of setting the scene, directing activities & aligning sub-products, and establishing a point of reference. It provides creative freedom via leaving room for interpretation, providing a source of inspiration, and allowing self-expression and signature style».

Nada Endrissat & Claus Noppeney
writers
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Endrissat, N., Islam, G., & Noppeney, C. (2016). Visual organizing: Balancing coordination and creative freedom via mood boards. Journal of Business Research, 69(7), 2353–2362, p. 2356.

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The mood board also directs numerous activities once the development process has started. One key activity is the selection of appropriate materials. (…) By not specifying materials directly, it suggests a certain aesthetic feeling that drives material selection in a more general way.

Nada Endrissat & Claus Noppeney
writers
Source ↓

Endrissat, N., Islam, G., & Noppeney, C. (2016). Visual organizing: Balancing coordination and creative freedom via mood boards. Journal of Business Research, 69(7), 2353–2362, p. 2356.

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The visual concept is able to incorporate radically different meanings. At the same time, it allows for coherence across the boundaries. Even though different interpretations existed, they did not obstruct the process. Instead, its openness, its emphasis on the aesthetic dimension, and the lack of technical precision at this stage facilitated the process catalytically. In fact, the visual concept did not primarily convey factual statements that call for a logical examination in this briefing. It rather visually captured and mobilized «a surreality» as the creative director called it in the debriefing interview and introduced itself to the perfumers as a flexible source of stimulation and inspiration. As such, the visual concept allowed the perfumers to associate it with their own personal experiences and to establish a link and relationship with the concept.

Nada Endrissat & Claus Noppeney
writers
Source ↓

Endrissat, N., & Noppeney, C. (2013). Materializing the immaterial: Relational movements in a perfume’s becoming. How matter matters: Objects, artifacts, and materiality in organization studies, 3, 58-91.

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