dsm-firmenich has announced the latest edition of its flagship sensory experience, SENSORIUM, taking place in Seoul from June 22 to July 3. The invite-only event, titled ATTENTION SEOUL: LIVING (IN)VISIBLE, explores how scent is becoming a powerful force in shaping identity, emotion, and human connection within the evolving K-Beauty landscape. Hosted in the historic Bukchon district, the multi-sensory journey features original fragrance creations by perfumers including Wessel-Jan Kos, Alexandre Freile, and Steve Guo, alongside innovative beauty ingredients and a personalized face diagnosis device. The exhibition is structured around five themes—Origin, Style, Time, Code, and Culture—and aims to reveal the emergence of a new K-Scent culture. dsm-firmenich is a Swiss company with dual headquarters in Kaiseraugst, Switzerland and Maastricht, Netherlands, listed on Euronext Amsterdam, with operations in nearly 60 countries and revenues of more than €12 billion.
DSM-Firmenich AGArticle describes a fragrance experience event, but no direct business impact is stated.