L'Oréal Luxe partners with Dataland, the first AI omni-sensory art museum in Los Angeles

L'Oréal Luxe partners with Refik Anadol's DATALAND in Los Angeles to diffuse AI-driven fragrances for the Machine Dreams: Rainforest exhibition.

L'Oréal Luxe has become the exclusive olfactory partner of DATALAND, billed as the world's first museum dedicated to artificial intelligence-generated art, scheduled to open on June 20, 2026, within The Grand LA complex designed by Frank Gehry, in downtown Los Angeles. Co-founded by artist Refik Anadol, the venue spans approximately 2,300 square meters across five multi-sensory galleries and utilizes 1.5 billion pixels, a 300-channel spatial audio system, LiDAR, and biofeedback to produce installations that evolve in real-time with visitors' presence.

The inaugural exhibition, Machine Dreams: Rainforest, leverages the Large Nature Model, an AI model trained on millions of images and sounds from nature (flora, fauna, fungi), and will run until January 31, 2027. For the occasion, L'Oréal Luxe's Fragrance Métier team, led by Karine LEBRET, has designed twelve fragrances diffused in real-time by devices reacting to the artworks and visitors' movements. Two compositions have already been detailed: Scent of Rain, which recreates the smell of damp earth after rain through a headspace-captured petrichor accord combined with patchouli facets, and Scent of Data, which combines clean musks and aldehydes to evoke an "algorithmic pulse." The partnership positions fragrance outside the bottle, as a permanent, integrated artwork within a cultural institution. Presale tickets are now available, with early access reserved for DATALAND Network members.