What if scent could tell stories about who we are and how we live? Follow Your Nose is an imaginary collaboration between Monocle and Aesop that explores fragrance as a form of cultural expression. Set across both brands’ Marylebone locations, the project connects science, memory, design and daily ritual through talks, exhibitions and live conversations.

Source
The concept frames scent as more than an aesthetic feature. It becomes a strategic device, communicating ideas, emotions and values through experience. Through the lens of culture, Follow Your Nose explores how fragrance shapes identity, memory and imagination. The collaboration brings together writers, artists, chefs, perfumers and philosophers to share perspectives on the role of scent in everyday life, positioning both brands as facilitators of thought and dialogue.

Strategy
The strategy aligns two brands famous for their intellect and curiosity. Monocle’s editorial voice meets Aesop’s sensory depth to create a shared platform for cultural engagement. The collaboration strengthens Aesop’s position as an emotionally intelligent, experience-driven brand while extending Monocle’s editorial influence into physical space.

Solution
Follow Your Nose takes the form of a multi-sensory programme combining talks, installations and exhibitions. Each experience invites visitors to explore the invisible qualities of scent through sound, material and dialogue. The concept transforms curiosity into participation and culture into experience. It exemplifies Fuente’s approach of bridging strategy and creativity to shape ideas that shape culture.

Success
Follow Your Nose establishes a new model for how brands can operate as cultural institutions and build relevance, trust and distinction through ideas, not products. It redefines brand experience as a form of thought leadership, where dialogue replaces advertising and participation replaces consumption. Follow Your Nose demonstrates how strategic creativity can strengthen emotional connection, expand global reach and position brands as influential voices in culture.

Speculative Campaign. No affiliation or endorsement.

While remaining at concept stage, the project was praised by Monocle’s Chief Marketing Officer for its strategic clarity and cultural insight.