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DATA PERFUME® Pop-up store
La Ferme du Buisson, Noisiel, FR
data perfume pop up store installation olfactive hayoung ferme du buisson
data perfume pop up store installation olfactive hayoung ferme du buisson
data perfume pop up store installation olfactive hayoung ferme du buisson
HaYoung Jan van Eyck Academie Open Studio DATA PERFUME installation olfactive digital
data perfume pop up store installation olfactive hayoung ferme du buisson
data perfume pop up store installation olfactive hayoung ferme du buisson
data perfume hayoung video perfume digital smell company
data perfume pop up store installation olfactive hayoung ferme du buisson
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The DATA PERFUME® project involves collecting the web cookies of each user in order to create a personalized perfume. By developing this brand, HaYoung appropriates the strategies of digital corporations and reveals the invisible structures of digital infrastructure.

This installation features a promotional video, as well as the DATA PERFUME® scents of various testers invited by the artist throughout the project: HaYoung (the artist), Yukyung Kim (their mother), Love (a sex worker), Demonoix (a hacker), and Jean-Luc Carpentier (a data center salesman). HaYoung adopts the staging of a pop-up shop to subvert the aesthetics of consumerism. The online cookie pop-up is transformed into a physical perfume shop, reinterpreting Rem Koolhaas’ concept of junkspace, punctuated by the iconic phrase: "They know everything about you, except who you are." Video advertisements, boxed perfume bottles, and scent testers fill the space, drawing visitors into a glossy, seductive atmosphere.


My data has been reassembled into a fragrance, an invisible map of everything I have searched for, everything I have already forgotten.

DATA PERFUME® Pop-up store, 2023
OLFACTORY INSTALLATION
3D VIDEO IN LOOP, WOOD, VINYL LETTERS, LED BAND, PERFUME, 5 BLOWN GLASS PIECES, ETHERNET CABLE, DIFFUSER, 700 X 240 X 300 CM

FOR LES SILLONS #1,
AT LA FERME DU BUISSON, NOISIEL, FR, 2023
CUR. THOMAS CONCHOU

PRODUCTION: La Ferme du Buisson
PHOTOS: © ÉMILE OUROUMOV

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