BRIAN GOELTZENLEUCHTER – The Institute for Art and Olfaction

Brian Goeltzenleuchter is an IAO Resident

BrianG_InstitutionalWellbeing_250x300Goeltzenleuchter was raised in Southern California in a culture that placed great value on consumption, display, and performance. Goeltzenleuchter’s artwork and design infuses interdisciplinary research into the creation of designed environments, scripted and improvised performances, olfactory art, and multimedia presentations. The locus of his practice is the Contraposto Home Decor Company, a socially engaged, interdisciplinary artwork that takes the form of a legitimate business. Goeltzenleuchter is interested in antagonism as a generative tactic; his recent work attempts to pit the social benevolence of community-based practices against the trickery and spectacle of the aesthetic or designed environment. Through conducting events designed to destabilize – to function outside of the socially-prescribed behavior of either an artwork or a business – he attempts to test propositions without coercing prescribed outcomes.


Sillage begins as a collection of 21 single fragrance notes, each assigned to a zip code (and representing a specific element core to that community’s identity). The site-specific scent project unfolds in collaboration with a perfumer, and in conjunction with an event planned at a partnering institution. Event patrons would be directed to the Sillage perfume booth to reveal their zip code to the project staff. Logging the zip code, the staff then sprays a corresponding scent on the patron’s wrist, and adds a drop of the fragrance note to an on-site mix-in-progress. At the end of the evening, a collective scent of the museum’s demographic fills the entire space. Likewise, we have an olfactory record of the participants through a site-specific bottle of scent.