“It was a windy night and before my retina registered anything, I was smitten by a feeling of utter happiness: my nostrils were hit by what to me has always been its synonym, the smell of freezing seaweed.” -Watermark, Joseph Brodsky.
Over the Summer I was fortunate enough to visit Venice with recent History of Dress alumna, Lisa Osborne. The trip involved a plethora of visits to art exhibitions, including the mammoth Biennale. One contemporary art installation that truly struck a chord with me was Andrea Morucchio’s show at Museo di Palazzo Mocenigo, titled ‘The Rape of Venice’. Palazzo Mocenigo is a unique museum within the city that houses antique Venetian textiles and dress. It also tells the story of how a strong and thriving perfume industry was established within the region, recounted through an immersive multi-sensory display, in which visitors are encouraged to smell raw materials, essences, oils, soaps and perfumes. Morucchio’s installation complimented the display of the permanent collection by also incorporating olfaction.
Comprising of four cohesive, immersive and multi-sensory elements, including scent and soundscapes, the installation explored how Venice’s rare cultural heritage and environment is being destroyed as the city’s declining population means that it has transformed from a home for many, into what Morucchio calls: ‘a tourist theme park.’ Inside the one room show monochrome projections replay against the walls. Strong statements in bold typography, reading: ‘Population decline set to turn Venice into Italy’s Disney Land’, and ‘Venice is sinking under a tidalwave of corruption’, are headlines from the international press. Created from fragments of a deconstructed mosaic taken from St Mark’s Basilica, the kaleidoscopic stone floor is intended to emulate a ‘frozen sea’; pertinent as underwater sound recordings of traffic in the Venetian Lagoon and the evocative scent of ‘frozen seaweed’ were pumped through the gallery space.
Inspired by the fragile lagoon environment, Morucchio collaborated with Venetian perfume company Mavive for months to create this salty unisex scent. Three hundred bottles possessing the limited-edition ‘Essence of Venice’ were produced and sold to visitors. The bold packaging of the small bottle, carrying this one-off scent, mimics the bold typography used for the graphic statements in the installation. Furthermore it also bares similarities to Jenny Holzer’s graphic series of perfume adverts, created in collaboration with Helmut Lang in 2000. Since the perfume could only be obtained from Palazzo Mocenigo, the scent recalls the memory of the installation, thus reminding the wearer of the deeper emotional journey through the city from which the smell was born. This is not the first time that the city sense-scape has inspired artists, for example the scent of London has also been explored by a recent collaboration between The Serpentine Gallery and Comme des Garçons (2014). The London-inspired scent, conceptually described as a mixture of grass, oxygen and a little bit of pollution, can still be purchased today and was produced and marketed to raise funds for the gallery program. This contrasts with Morucchio’s sensory adventure, which focused on the ephemeral nature of scent and the city.