Jadwiga Husarska-Sobina created a sensory installation for the company Gatta, whose presentation took invited guests on a unique journey through a world where desires awaken and sensual women's lingerie is born.
Gatta thinks about its projects in a timeless way, which is why the organizers of the presentation decided to show the installation "Gatta Intimately" so that it would transport participants into an intimate, feminine world where scent is felt more strongly, every sound is more intense, and touch creates images and stimulates the senses.
The installation, curated by Jadwiga Husarska-Sobina, consists of 5 distinct spaces, such as: a land of soft velvet, enveloping silk, lycra as elastic as a woman's body (the partner of this zone is the Lycra® brand), sensual lace, and a zone full of expressive dots.
"Our inspiration was the narratives presented during the recent design fairs in Milan. We wanted to communicate with the customer differently. To go beyond presenting collections and products. We wanted to show our way of thinking about the brand and its user – because it is the senses that are the quintessence of the feminine world. We wanted to transport the customer into the 5 worlds that build our products and brand. With this idea, we appeared at Jadwiga Husarska-Sobina's design studio, and that is how our several-month collaboration on the installation 'Gatta Intimately' began," comments Anna Gołębicka, originator of the project, board advisor for strategy and brand development at Gatta.
"One also cannot forget that 'Gatta Intimately' is a major logistical undertaking. The pavilion is as much as 12 meters long, and assembling it alone takes several days. Each of the zones must be prepared with attention to the smallest detail. It is a mix of carefully selected materials, scent, and specially created music. It is also enormous care for the emotions and safety of visitors," adds Małgorzata Barton, brand manager of the Gatta brand.
"We were inspired by light, textures, sound, and scent. Sensory experiences. Each of the designed rooms was meant to evoke a different emotion: a sense of being enveloped, closeness, delicacy and ephemerality, closeness with the body, and freedom. We were inspired by the synergy of all the senses. We wanted everyone to be able to discover velvet, silk, lace, or lycra anew by engaging with it. In today's culture, all communication is based on the dominance of visual experiences. As a result, we 'forget' that we have excellently developed other senses, which are dulled by an excessive amount of stimuli. Thanks to the installation, viewers have the opportunity to discover Gatta's world not only through image, but above all through other senses – touch, smell, and hearing." says Jadwiga Husarska-Sobina
According to Jadwiga Husarska-Sobina, the most difficult thing in creating the sensual pavilion was maintaining balance between the designed zones so that the various artistic means would create a whole and make sense.
The installation was created in cooperation with the company IMS, which equipped the pavilion with sensory devices.
"Sensory branding is one of the key issues in which IMS specializes. Thanks to in-depth interviews with the project's creators and many years of experience, IMS selected appropriate fragrance blends and composed music that are the sensory complement to this innovative project. Their effect on the four senses guarantees incredible experiences and reaching the emotions of everyone who visits the zone," comments Wojciech Grendziński, Vice President of the Management Board of IMS SA.
The aroma devices were installed in the first and last zones of the pavilion. The zones differ from one another in shape and the type of material used, so the character of the project was also reflected through the fragrance blends used.
First zone
First zone
The entrance to the first zone of the pavilion was made of black velvet, which emphasized the composition created from a blend of citrus, spicy black pepper, green tea, benzoin, and tonka. The perfectly chosen aroma emphasized the character of luxury, prestige, and mystery.
Last zone
Although in the last zone of the pavilion IMS used a composition from a similar fragrance group, it nevertheless played a completely different role – it introduced a bit of freshness and delicacy, encouraging interaction with the surroundings, reminiscent of carefree childhood. Notes of fresh apples with added bamboo extract and brown sugar, as well as citrus notes, were used.
A deliberately chosen musical setting
A deliberately chosen musical setting
The music during the presentation was also not chosen at random. In each of the zones, a sound system was installed consisting of several amplifiers, a professional sound card, a control computer, and individual speakers that play particular musical sections intended to stimulate the senses.
"The assumption of the music composers was to build a cumulative musical effect by adding successive tracks in the successive zones of the pavilion. The finale will be the last zone, where the composed piece can be heard in its full version," adds Wojciech Grendziński, Vice President of the Management Board of IMS SA.
The music setting was handled by IMS Music Director Dariusz Lichacz and Tomasz Butowtt. During the sensory walk, one could hear in succession the sounds of piano, percussion, strings, whispers, and laughter.
The presentation of the installation was preceded by a conversation about the senses. Participants included:
- Jadwiga Husarska-Sobina – author of the installation, Harel – author of the blog "O modzie subiektywnie".
- Michał Zaczyński – fashion commentator and blogger.
- Victor Kochetov – fragrance expert, founder of Mood Scent Bar.
During the discussion, an attempt was made to answer the question: How important are the senses in human life? In seeking answers, the history of fashion, design, and fragrances was analyzed, along with cultural connections, and the panelists' personal experiences were also recalled.
Summary
Gatta opted for sensory branding. The installation "Gatta Intimately" under the curatorship of Jadwiga Husarska-Sobina took guests through five zones – from velvet, through silk, lycra, and lace, to expressive dots. Each space was complemented by fragrances and music selected by IMS. In the last zone, the composed piece sounded in its full version. The project was a response to the overload of visual stimuli in contemporary communication – it reminded us that touch and scent build emotions more strongly than image.
