The idea is that the brand’s fabric softener fragrances generate prints inspired by visitors’ sensory stimuli
Ypê will bring an immersive experience to São Paulo Fashion Week, which takes place until next Monday (21st) at the Pavilhão das Culturas Brasileiras, in Ibirapuera Park. The brand will use artificial intelligence and neuroscience to suggest that visitors create prints inspired by the fragrances of concentrated fabric softeners, which have Power Caps technology, with perfume capsules that last up to 90 days on fabrics.
“We want to show that the fragrances of concentrated fabric softeners Ypê, just like fashion, can awaken emotions and generate unique connections. By transforming visitors’ sensory responses when smelling the fragrances of Ypê Fabric Softeners in prints, we are taking synesthesia to a new level, where art, technology and well-being meet in an innovative and impactful way,” comments Cesar Nicolau, marketing director at Ypê.
The activation, carried out in partnership with DPZ and according to Leandro Dolfini, the agency’s creative director, the process will result in a personalized experience for each person. “The sensors used in the activation capture visitors’ brain waves when they feel the fragrances of Ypê Softeners and transform them into visual data. With the help of artificial intelligence software, this data is converted into print patterns”, he explains.
The event, considered the biggest fashion event in the country and the most relevant in Latin America, this year pays homage to journalist and creative director Regina Guerreiro.
