This museum in Los Angeles will diffuse 12 L’Oréal fragrances that react to your movements as early as June 2026.

L’Oréal Luxe takes a decisive step forward by joining forces with DATALAND, the future immersive museum dedicated to artificial intelligence and sensory art in Los Angeles. With this partnership, the French group transforms perfume into a veritable living medium. This initiative marks a new stage in the experience economy applied to olfactory luxury.

Perfume goes out of the bottle and into the environment

Following in the footsteps of fashion, hotels and gastronomy, it’s now the turn of perfume to play a full part in the experience economy. By becoming the exclusive olfactory partner of DATALAND, L’Oréal Luxe is not only signing up to a cultural collaboration. The group is experimenting with a new way of presenting perfume, at the frontier of art, technology and sensory entertainment.

From June 20, 2026, twelve olfactory creations will be diffused within theinaugural exhibition Machine Dreams: Rainforest. These fragrances will interact with the digital works and visitors’ movements. As a result, perfume will no longer be a simple product, but a living environment that evolves in real time.

“Luxury is now seeking to occupy cultural territories capable of generating emotional commitment and desirability, particularly with the new generations.”

Collaboration driven by artificial intelligence

This project is based on the “Large Nature Model” developed by Refik Anadol Studio. This model is fed by data from the Amazon rainforest. In response, the Métier Parfum team led by Karine Lebret created olfactory signatures capable of translating abstract notions.

These fragrances evoke concepts such as data, rain or digital matter. This hybridization of artificial intelligence, immersive art and fragrance creation illustrates a profound evolution in the sector. The battle for luxury is now being waged on the ability to create differentiating emotional universes.

L’Oréal Luxe asserts its strategy of cultural influence

For the French group, the stakes go beyond a simple artistic partnership. By investing in a venue billed as the world’s first museum dedicated to immersive art and sensory artificial intelligence, L’Oréal Luxe is joining forces with an ultra-contemporary cultural ecosystem. This proximity reinforces its positioning around creative innovation.

• 12 olfactory creations designed by the group’s teams
• Scheduled to open in Los Angeles on June 20, 2026
• Partnership with generative artist Refik Anadol
• Using the “Large Nature Model” powered by Amazon data
• Internal concept of “Culture of Difference” promoted by the division

Refik Anadol has established himself in recent years as one of the most coveted artists for institutions and premium brands. His AI-driven installations attract an international audience. For L’Oréal Luxe, this alliance reinforces a positioning based on the “Culture of Difference”, an internal concept asserted by the division.

A museum at the crossroads of art and technology

DATALAND was founded in Los Angeles by the artist Refik Anadol himself. The museum positions itself as a space dedicated to sensory art and artificial intelligence. The inaugural exhibition Machine Dreams: Rainforest combines digital artworks with interactive olfactory experiences.

Visitors will no longer be mere spectators. Their movements will influence the diffusion of fragrances throughout the space. This approach creates a constant dialogue between the work, the public and the senses. The experience becomes unique for each person present.

Towards new uses for perfume in luxury goods

Beyond this cultural initiative, this experiment could foreshadow new commercial uses. Immersive fragrance could find its place in retail, hospitality or event experiences. In a luxury market saturated with images, the next competitive frontier could well be sensory.

The L’Oréal Luxe division is demonstrating its determination to extend the role of fragrance beyond the traditional codes of selective perfumery. This initiative illustrates a vision in which the bottle is no longer the end, but the starting point of a global experience. The French group is thus opening a new chapter in the history of high-end perfumery.

This strategy responds to the expectations of new generations, who are looking for memorable experiences rather than just products. Emotion, data and interaction now form a triptych at the heart of the group’s offering. Luxury perfumery is thus entering a resolutely immersive and technological era.

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• L'Oréal Luxe