What does Germany smell like?

Can a German state actually smell?

Jens and Kessi explore this fascinating question in the latest episode of "Scent Marketing Talk." They delve into more than just typical smells or regional characteristics; they delve into something much bigger: memories, emotions, and the extent to which scents shape our perception of places.

But before the olfactory journey through Germany begins, Jens tells us about an extraordinary art project from 2007, in which a unique urban fragrance was developed for Zwickau. A project at the intersection of art, scent marketing, and the question:

What does a metropolis actually smell like?

A perfume for Zwickau? The art project “Periphair”

The podcast episode begins with a special story from the past of REIMA AirConcept GmbH.

In 2007, Jens received an unusual request from the Swiss artist Simone Zaugg. They were to collaboratively develop a fragrance for an international art project in Zwickau – but not a classic perfume.

The idea:

A big-city fragrance for Zwickau.

The name of the project had already been decided: “Periphair” – a combination of the words “periphery” and “air”.

The basic idea behind it was fascinating:

Zwickau should not be perceived for a moment as a "peripheral location", but as a vibrant metropolis with an international big-city feel.

This was explicitly not about typical clichés such as:

• Automotive engineering,

• Trabant,

• Robert Schumann

• or classic romanticized notions of home.

Instead, a fragrance should be created that evokes the emotions of cities like:

• Berlin,

• London,

• Paris,

• New York,

• Amsterdam

• or Tokyo

transported.

What does a big city actually smell like?

This question alone shows how complex scent marketing and perfume development can be.

Because large cities consist of countless olfactory impressions simultaneously:

• Asphalt,

• Car exhaust fumes,

• hot concrete

• Crowds,

• Coffee,

• Fast food

• Rain on roads,

• Clubs,

• Perfume,

• sweat

• Street stalls

• Wastebaskets,

• Restaurants,

• Subway stations.

All these impressions shape our unconscious image of a city.

Jens vividly describes this very challenge in the podcast. Many fragrance concepts were rejected because they seemed too negative or too realistic. Ultimately, "Periphair" wasn't meant to be an unpleasant big-city smell, but rather to convey an emotional image of a metropolis and an international lifestyle.

In the end, 50 bottles of the art perfume were created, accompanied by:

• advertising posters,

• T-shirts,

• Window displays

• an advertising video,

• as well as an exhibition in the Zwickau art collections.

The exciting part is:

The project functioned like a real perfume brand – even though it was actually an art project.

Scent creates identity

This example vividly demonstrates the power that fragrance can possess.

A fragrance can:

• Build self-confidence

• Places are emotionally charged

• Creating memories

• Changing perception

• and strengthen identity.

  
  

That is precisely what the art project aimed to achieve:

Zwickau should feel like the center of the world for a moment.

And it is precisely at this point that the podcast episode bridges the gap to the actual main topic:

What does Germany smell like?

Baden-Württemberg – Forest, wine and Black Forest feeling

The fragrance journey begins in Baden-Württemberg.

For Jens, Baden-Württemberg smells primarily of:

• Black Forest

• Fir trees

• Spruce resin

• Orchards,

• Wine,

• brown butter

• roasted onions

• and Black Forest ham.

The combination of nature, craftsmanship and high-quality cuisine is particularly characteristic of the olfactory perception of this federal state.

In addition:

• Juniper,

• fresh hay,

• Distilleries,

• Cherry brandy

• Plum brandy

• and Williams pear.

Kessi aptly describes Baden-Württemberg in the podcast as a mixture of:

"Nature meets high-end".

And indeed:

The federal state connects:

• Nature,

• Luxury,

• Precision,

• Craftsmanship

• and high-quality traditions

in a very special way.

Bavaria – Beer, Alps and Alpine meadows

The fragrance journey continues to Bavaria.

Here, the culinary experience begins immediately.

Typical scents associated with Bavaria include:

• fresh pretzels,

• Beer,

• White sausage

• Roast pork

• Caraway seeds,

• Obatzter

• hop

• and malt.

But Bavaria isn't just about pub culture.

Equally formative are:

• Alpine meadows,

• Herbs,

• fresh hay,

• forests,

• Mountain air

• and incense from old churches.

It is precisely this combination of:

• Nature,

• Tradition,

• Culinary

• and culture

This makes Bavaria incredibly diverse in terms of smell.

It's also interesting how strongly scents are linked to personal memories. While Jens tends to think of forests, juniper gin, or the Black Forest, Kessi immediately associates Bavaria with folk festivals, coziness, and regional cuisine.

Berlin – Chaos, diversity and big city atmosphere

Hardly any German state or city polarizes people's sense of smell as much as Berlin.

Because Berlin doesn't smell "beautiful" in the classical sense – but intensely like a big city.

Typical odor profiles:

• Berlin subway,

• Metal,

• Lubricant,

• Crowds,

• Asphalt,

• Rain on hot concrete,

• Doner kebab,

• Currywurst

• Coffee,

• Perfume,

• cigarettes

• and club nights.

At the same time, Berlin also has incredibly beautiful olfactory moments:

• Linden blossoms in summer,

• Parks,

• Zoo

• Summer rain

• green courtyards.

• 
  

It is precisely these contrasts that make Berlin what it is.

Kessi sums it up perfectly in the podcast:

"Chaos, diversity, life."

And that's exactly what the capital smells like.

Brandenburg – pine forests, lakes and tranquility

The first fragrance journey concludes in Brandenburg.

The atmosphere changes immediately here.

Brandenburg smells like:

• pine forest,

• Resin,

• sandy soil

• Lakes,

• moist forest floor,

• Moss,

• Spreewald pickles

• and fresh nature.

The vast forest areas and low population density strongly influence the scent profile.

Also typical for Brandenburg are:

• Dill,

• Vinegar,

• Cucumber spices,

• Asparagus,

• smoked fish

• and agriculture.

• 
  

As a result, the state appears significantly calmer and more natural in terms of smell than Berlin.

Kessi therefore aptly describes Brandenburg as:

"Open spaces, peace and nature."

Fragrances tell stories

That's exactly what makes this podcast episode so exciting:

It shows that fragrances are much more than just "smells".

They tell stories.

They create images in the mind.

They connect us to places, memories, and emotions.

Almost everyone automatically associates certain regions with:

• certain smells,

• typical feelings about life,

• culinary impressions

• or nature scenes.

And that's precisely why scent marketing is playing an increasingly important role today.

Because spaces, brands and places are perceived much more strongly on an emotional level when they can also be experienced through smell.

Germany smells different everywhere

The first fragrance tour through Germany shows one thing above all:

Each federal state has its own unique olfactory identity.

Characterized by:

• Forest,

• Nature,

• Agriculture,

• or water.

Characterized by:

• large city,

• Culture,

• Street Food

• Crowds

• and nightlife.

And it is precisely this diversity that makes Germany incredibly exciting from a fragrance perspective.

For those who want to know:

• which other federal states will follow

• how Bremen smells,

• why coffee plays a major role there,

• and which fragrance worlds are yet to be discovered,

You should definitely listen to the latest podcast episode of "Scent Marketing Talk".