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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