“Our goal is to create an encounter that involves all 5 senses when you walk through the door.” Detroit based creative lab ‘DetroitWick’ strives to stimulate the olfactory system with his custom experiences, blurring the line between pleasure and art. Utilizing a wide range of material to create unique and customized artworks and scents, they create these together in harmony to produce a stunning array of collectibles. We caught up with the team to discuss where they’ve been this year and their plans for the future. Check out our conversation below!
You work in a lot of interesting mediums kcan you tell us more about how you got into “Scent branding”?
DetroitWick was born by accident. 4 yrs ago I tripped over a grey goose bottle after an event. The liquor bottle was broken almost clean in half, and as i stared at it, I thought about how cool it’d be to use that vessel to make a candle. I started recycling glass (everything from faygo pop bottles to high end champagne like Dom P. I caught incredible traction pretty quick and clubs around the country were sending me empty bottles by the thousands. I was doing some insane numbers. Although I was making a ton of these recycled bottle candles, clients were really wanting me to brand other vessels with my library of scents. I saw a real lane with scent branding and focussing on B2B to scale my company. Now I work with brands like GM, Lincoln, NAIAS, etc.
Can you tell us a little more about your process, from conception to creation (For example, the Supreme newspaper casting or the “kilo”)
I stay curious, and I’m always searching for new ways to help brands/businesses elevate their customer experience through smell & sculpture. I personally like to explore culturally relevant objects, pop culture, design, product and add an unexpected twist to it. I try to make sure I tell the story with a beginning/middle/end. Being a Detroit Native and the recent premier of the White Boy Rick Movie, I created this. A wild story for nearly 3 decades now, informant turned drug dealer ‘white boy rick’, was one of America’s youngest hustlers & longest serving juvenile drug offenders in #Michigan history. A case that’s caused so much controversy highlights the 1980’s drug world of Detroit in the crack era and war on drugs. Creating sensory experience to spark conversation. Scent Profile: aromatic • coca leaf • lavender • smoked moss • rag paper • kerosene musk • wood
What is your personal favorite artwork you have ever made?
Great question. I think the SHREDS project is my favorite collection of works. Creatings pieces for an amazing cause holds the most value for me. SHREDS ® are pieces of guns that remain after they've been voluntarily turned in through gun buy back and amnesty programs or seized from crime scenes from across America. We transform SHREDS ® into something beautiful by encasing them in solid lucite, to create a one of kind sculpture. Percentage of proceeds from each sale are donated to the CaliberFoundation® to help victims, families and communities that have been devastated by illegal gun violence.
Can you tell us more about the commercial components of your gallery?
(The scent bar, etc) I teach large corporate how to add a layer of sensory branding and experience though smell. I develop proprietary fragrance that the client owns and that i manufacture any scent related product over time. The scent lab is a gallery manufacturing space that I hold private appointment, open to the public art showings, corporate events. I like to focus on hitting all 5 senses when someone walks through the door.
What is your favorite commercial project you’ve done so far?
I created a proprietary fragrance profile for the Detroit International Auto Shows’, vip automobiliD space for the past 2 years, and curated scent throughout 60,000sqft to elevate the customer experience.
How has the public in Detroit perceived your project?
I’m born and raised in Detroit… work, live and give back to my city. I feel like native detroiters really support me. I get a lot of love.
How long have you been operating out of Detroit? Do you find inspiration in your Surroundings?
I chose (what I think to be) one of the best spots in our city. Eastern Market, the largest historic market in the country. There is a ton of history and art culture. https://www.easternmarket.org/
If we’re not in Detroit or looking online, where else can we expect to find you later in the year / 2019?
Adding a very cool component for ArtBasel this year: The idea is to curate a unique sensory experience with scent that creates conversation. It’s simple. You step into the bubble in the “present” and with one smell... it will transport you to a memory from past or thought about the future.