RELEASE: Mobile World Capital Barcelona and Puig recreate an olfactory route to tour Barcelona from the metaverse

(Information sent by the signatory company).

RELEASE: Mobile World Capital Barcelona and Puig recreate an olfactory route to tour Barcelona from the metaverse

(Information sent by the signatory company)

From six scents designed by a Puig master perfumer, users will virtually approach emblematic places such as Spotify Camp Nou or Park Güell with smell as the common thread.

The activity is part of the Feel The Technology immersive experience, which invites users to reflect on the impact of technology on the way we communicate and perceive reality.

Barcelona, ​​March 1, 2023.- Mobile World Capital Barcelona and Puig's AirParfum technology come together to recreate a tour of Barcelona through smell. During the experience, users will be able to visit some of the most representative places in the city -Park Güell, Santa Maria del Mar, Les Rambles, Petritxol street, Barceloneta and Spotify Camp Nou- based on six smells recreated by a master Puig perfumer.

The initiative was presented this morning in the MWCapital space in an act that included the participation of Francesc Fajula (CEO of Mobile World Capital Barcelona); Eduard Martín (Director of Intelligent Connectivity at Mobile World Capital Barcelona Guillem Oña (CEO of AirParfum); Gregorio Sola (Senior Perfumer at Puig); Camila Tomas (Vice President of New Technologies at Puig). Ricard Barrera (Vice President of New Technologies at Puig) also participated in the event. Director of Park Güell) and Albert Mundet (director of Barça Innovation HUB).

An olfactory journey into the metaverse.

Users will be able to live the experience from a physical device with the screen linked to the metaverse. Once inside the virtual world, the avatar (previously created according to the user's characteristics) goes through the six emblematic points of Barcelona while the user perceives the smell of each one of them. The system uses artificial intelligence to create the visitor's olfactory profile, that will be stored in your digital identification. In addition, based on the olfactory profile, the system will suggest what the next experience in the world of taste should be, in the next stage of the journey.

The smells recreated in the olfactory route are: the distinctive flowers of Park Güell, the characteristic chocolate of Petritxol street, the smell of the Mediterranean in Barceloneta, the old bird shops of La Rambla full of flowers, the incense of the Basilica of Santa Maria del Mar or the iconic grass smell of the Spotify Camp Nou.

Feel The Technology: hybridization between the physical and digital world.

The initiative is part of Feel the Technology, a MWCapital project that allows users to use their five senses to explore phygital Barcelona. In this way, mixing the physical and digital world, users have a unique experience to reflect on the impact that technology has on the way of communicating, interacting and perceiving reality.

It is a personalized and gamified experience from MWCapital that shows services based on disruptive technologies such as immersive reality, the metaverse, or artificial intelligence with Barcelona as the main backdrop.

The technology used in Feel the Technology presents a tangible reality with great potential. The future of the metaverse (integrated with other technologies such as AI, 5G, etc.) offers infinite possibilities in fields such as medicine, education or leisure.

Mobile World Capital Barcelona is an initiative that promotes the digital development of society and helps improve people's lives globally. With public and private support, MWCapital focuses its activity on four areas: the acceleration of innovation through digital entrepreneurship; industry transformation through digital technology; the growth of digital talent among the new generations and professionals; and reflection on the impact of technology in our society. Taken together, the programs positively transform the economy, education and society. MWCapital hosts MWC in Barcelona and is the founder of 4 Years From Now (4YFN), the business platform for the startup community present at all MWC events around the world.

Puig creates unique, highly desirable beauty and fashion brands that promote well-being and self-confidence and allow you to express yourself with your own personality, while leaving a better world for future generations.

Since 1914, our entrepreneurial spirit, our creativity and our passion for innovation have positioned us as a relevant player in the field of beauty and fashion. Our House of Love Brands, present in the fragrances and fashion, makeup and dermocosmetics categories, generate bond and commitment through the magnificent stories it tells, which connect with people's emotions, and is strengthened by a powerful ecosystem of founders. Our portfolio includes the brands Carolina Herrera, Paco Rabanne, Jean Paul Gaultier, Dries Van Noten, Nina Ricci, Byredo, Penhaligon's, L'Artisan Parfumeur, Kama Ayurveda, Loto del Sur, Charlotte Tilbury, Uriage and Apivita, in addition to the Comme des Garçons, Christian Louboutin, Benetton, Antonio Banderas and Adolfo Dominguez licenses, among others.

At Puig we uphold the values ​​and principles established by three generations of family leadership. We currently continue to build on this legacy through a strong commitment to our ESG Agenda (environmental, social and corporate governance), aligned with the United Nations Sustainable Development Goals. In 2021 Puig recorded sales of €2,585 million. Puig sells its products in more than 150 countries and has its own offices in 29 of them.

The olfactory technology developed by AirParfum, a technology company belonging to Puig, allows you to smell an infinite number of fragrances without saturating the sense of smell. It also does not saturate the environment, even if thousands of tests are carried out in a crowded space.

The ingenious thing about AirParfum (a patent already granted in China and the USA) is that it has managed to dispense scents by emitting only the olfactory molecule of the perfume and retaining the alcohol molecule, responsible for saturating the nose.

With the ability to integrate into a cross-platform profiling ecosystem, AirParfum offers a scalable and customized solution that provides an interactive and efficient experience for discovering new fragrances as well as exploring other scents and flavors. In addition, its versatility allows it to be used in different fields, such as gastronomy and culture.

For more information:

InterprofitGina Berni - Montse Fernández - montse.fernandez@interprofit.esMobile World Capital BarcelonaEstel Estopiñan -

PuigRodrigo Leo -