House Crivelli
Experiencing synesthesia
Synesthesia permeates the Maison Crivelli universe: sensations meet, move, and respond to one another. To make this understood to its teams, the Maison was not looking for additional discourse. It wanted an experience capable of producing these correspondences itself.
Cinquième Sens has designed a journey where the sense of smell dialogues successively with the other senses. Photographs engage the eye; five leathers explore touch; five sounds of water open the ear; spicy sauces and milky textures shift the focus to the taste. Moodboards, mysterious ingredients and aromatic scents then connect these perceptions with the Maison’s universe.
Progress is essential. Participants do not immediately receive an explanation of synesthesia: they first experience the juxtapositions, contrasts, and sometimes the surprises that come with the transition from one sense to another. Words then come to organize this experience.
The presentation was prepared for a first session involving thirteen brand managers, then for approximately sixteen European sales representatives, trainers and beauty advisors. The content was adapted into French and English and complemented by educational materials, a quiz and sequences related to the Maison’s perfumes.
The goal was not just to entertain. By experiencing the brand’s sensory territory themselves, the participants were able to better grasp its coherence and find more embodied ways to convey it in turn.
Cinquième Sens transforms a creative idea into a shareable experience. Synesthesia ceases to be a storytelling concept: it becomes a memory experienced by the teams.
