Coming off the consumer's holiday and into the new year Selfridges is presenting a fully immersive and personalized shopping experience: Fragrance Lab. Fragrance Lab is a future forward customer experience which leads you through a maze of sensory inputs instead of the usual product counter tops. The physical reaction and presence of the consumer within each experience creates answers to questions which inform retailers on your preferences and ultimately your perfect product. The idea of the physical presence of your body winding in and out of experiences and informing purchasing decisions is captivating. This merges consumerism into an artscape reminiscent of Donald Judd's cube work in which he constructed cubes of varying materials to note how the body reacted differently to the presence of these objects. Fragrance level is next level for the new year.