Magique

What Magique does

Magique Studio is a Paris-based creation and innovation studio founded in 2017 (with first documented projects from 2019) that specializes in bespoke olfactory and multisensory experiences at the intersection of Design, Technology, and Perfumery. The studio conceives, designs, and produces immersive installations for luxury brands, cultural institutions, museums, and public spaces, integrating scent diffusion with scenography, audiovisual synchronization, interactive triggers, and physical scented objects. Core technology capabilities include spatial olfactive diffusion (allowing multiple distinct fragrances to coexist in a single space without mixing), sensor- and gesture-triggered scent release, synchronized audiovisual-olfactory timelapse systems, push-button mist diffusion, and solid glycerin-based scented objects.

The business operates as a project-based professional services studio, generating revenue through custom commissions rather than product sales, distribution channels, or self-serve offerings. Pricing is not publicly disclosed and is quoted per project based on scope and complexity. The go-to-market is enterprise field sales via direct relationships with brand and institutional clients. The customer base spans LVMH portfolio brands (Louis Vuitton, Guerlain, Moët-Hennessy, Krug, Louis XIII), Puig (Jean-Paul Gaultier), L'Oréal Group, Interparfums (Rochas), Frédéric Malle, Campari, Glenfiddich, Nespresso, and cultural institutions including Louvre Abu Dhabi, Musée National de la Marine, Institut du Monde Arabe, Musée des Arts Décoratifs, National Museum of Riyadh, and Château du Clos Lucé. Core supply partnerships with Givaudan and dsm-firmenich provide access to master perfumers for custom fragrance creation.

Magique is a privately held French SAS with social capital of €2,000, founder-led by Mazen Nasri as Président and Directeur de création sensorielle. The company employs approximately 10 people across design, scenography, industrial creation, and perfume evaluation roles, operating from a studio at 12 rue Maurice Grimaud, 75018 Paris. The company has no disclosed external investors, no funding rounds, no patents, no AI/ML capabilities, and no software product — its value is delivered through hands-on creative and technical production of physical installations deployed globally across France, UAE, Saudi Arabia, China, Switzerland, and Germany.

Name

Magique

Legal name

MAGIQUE SAS

Website

https://cestmagique.fr

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Magique Studio is a Paris-based creative studio that designs and produces bespoke olfactory and multisensory installations for luxury brands (LVMH, L'Oréal, Puig), museums (Louvre Abu Dhabi, Musée National de la Marine), and cultural institutions, integrating proprietary spatial scent-diffusion technology with scenography and interactive design on a project-based enterprise model.

Ownership category

akta.pro rank

Product category

Sensory Experience Design Services

NAICS

Advertising Agencies (54181), Graphic Design Services (54143)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG)

akta.pro secondary industries

Packaging & Brand Identity Creative Agencies (MPAAAAAN), Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH)

Keywords

• Olfactory experience design
• Multisensory installations
• Spatial scent diffusion
• Sensory brand identity
• Creative studio services

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales

Revenue model

1. Custom Sensory Experience Design and Production: Magique Studio creates bespoke multisensory olfactory experiences for enterprise clients including luxury brands, cultural institutions, museums, and corporations. Revenue is generated through project-based commissions involving conception, design, scenography, object design, and production of custom olfactory installations. Projects range from retail experiences to museum exhibitions to permanent space installations.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Magique Studio is a French creation and innovation studio that designs and produces bespoke multisensory olfactory experiences for enterprise clients. Through an interdisciplinary team at the intersection of Design, Technology, and Perfumery, the studio conceives, designs, and produces interactive olfactory installations, brand scent identities, scented objects, exhibition scenography, and spatial olfaction systems for luxury brands (LVMH, Louis Vuitton, Nespresso, Guerlain, Krug), cultural institutions (Louvre Abu Dhabi, Musée National de la Marine, Institut du Monde Arabe), and premium corporations.

Product overview

Magique Studio is a creative studio specializing in olfactory experiences and multisensory design. The studio offers a comprehensive range of services including olfactory technology, sensory object design, interactive installations, brand scent identity creation, and exhibition scenography. The offerings are organized around expertise areas: conception/design, scenography, object design, olfactory technology, material research, olfactory signature creation, production, and interactive design. Projects span retail experiences, museum exhibitions, public installations, luxury brand events, and permanent spatial olfaction systems. The studio does not offer a standalone software product but rather provides project-based creative services working directly with clients including luxury brands (Louis Vuitton, Nina Ricci, Guerlain), champagne houses (Krug, Ruinart, Moët-Hennessy), museums (Louvre Abu Dhabi, Musée National de la Marine), and cultural institutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Olfactory Experience Design & Production Services End-to-end conception, design, scenography, object design, and production of bespoke multisensory olfactory installations for luxury brands, cultural institutions, museums, and premium corporations. Delivered as project-based commissions combining both technological and low-tech olfactory solutions.
• Signature Olfactive (Brand Scent Identity) Creation of bespoke olfactory signatures for brands, museums, and public spaces — unique fragrance identities that represent a brand's essence or a venue's atmosphere (e.g., 'Sillage de Mer' for Musée National de la Marine).
• Interactive Olfactive Installations Design and production of interactive installations where visitors trigger or control scent diffusion through physical gestures, push buttons, or proximity sensors (e.g., Musée des Arts Décoratifs 'L'intime' exhibition with 14 historic perfumes).
• Spatial Olfactive Diffusion Systems Controlled scent diffusion systems for large spaces enabling multiple distinct fragrances to coexist without mixing (demonstrated at the Frédéric Malle 'Le Vestiaire de Monsieur' exhibition with spatially distributed scents across different areas).
• Synchronized Multisensory Installations Interactive olfactory installations synchronized with audiovisual content and lighting at precise temporal intervals (e.g., Louis XIII 'Swirl' permanent installation at the Beijing flagship).
• Scented Object Design Design and production of scented objects, miniature landscapes, glycerin-based tactile artifacts, and audio cassette containers that capture and release fragrance through touch or interaction (e.g., Jean-Paul Gaultier 'Le Mâle' 30th anniversary exhibition).
• Exhibition & Event Scenography Complete sensory scenography for museum exhibitions and brand events, integrating olfactory elements with visual, auditory, and tactile design (e.g., Parfums d'Orient at Institut du Monde Arabe with 30 scents across 9 installations).
• Retail Sensory Experience Design Design of in-store sensory discovery experiences for luxury retail environments, including olfactory tasting stations and interactive product exploration displays (e.g., Nespresso 'The Globe' object for exploring aromatic coffee families; deployed across Nespresso boutiques worldwide).
• Olfacto-Gustative Tasting Experiences Multi-sensory tasting experiences combining scent and flavor for premium beverage brands, featuring push-button mist diffusion into inverted glasses (e.g., Campari olfacto-gustative discovery set; Ailsa Bay whisky experience at Whisky Live Paris 2021).

Quantifiable outcome

• 1500+ visitors experienced Nuit Blanche installation in single evening
• +1 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Eight partnerships are on record, tiered core, major, regular and strategic.

• GivaudancoreTechnology or IntegrationMajor fragrance house partner collaborating on multiple projects including Art In Scents (Louvre Abu Dhabi), Art Basel Racing Anticipation signature, Parfums d'Orient (Institut du Monde Arabe), and Léonard de Vinci exhibition (Château du Clos Lucé). Master perfumers from Givaudan create custom fragrances for Magique's installations.
• Firmenich (now dsm-firmenich)coreTechnology or IntegrationLeading fragrance house partner collaborating on Musée National de la Marine olfactory signature (Nathalie Lorson master perfumer) and Nuit Blanche 2020 installation (Ane Ayo perfumer).
• Atelier LUMmajorImplementation/ SI/ Consulting PartnerProduction partner for multiple luxury brand events including Louis Vuitton Savoir-Faire, Frédéric Malle exhibition, and Maison Ruinart 1729 immersive experience.
• HalloweenregularImplementation/ SI/ Consulting PartnerProduction partner for Ailsa Bay whisky tasting experience at Whisky Live Paris 2021.
• K2majorImplementation/ SI/ Consulting PartnerProduction and global scenography partner for Inside Krug's Kitchen immersive culinary experience at Gare des Invalides.
• Centquatre-ParisstrategicStrategic or Co-development PartnerCultural institution partner collaborating on (Re)sentir la ville urban sensory installation with Société des Grands Projets for Grand Paris Express Antonypole station.
• ScenografiaregularImplementation/ SI/ Consulting PartnerExhibition scenography partner for Parfums d'Orient at Institut du Monde Arabe.
• h2o architectes + SnøhettastrategicStrategic or Co-development PartnerArchitecture firms for Musée National de la Marine renovation project where Magique created the olfactory signature.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Air Aroma: Global scent marketing and olfactory branding agency that designs custom scent diffusion and branded fragrance experiences for hotels, retail, and events. Highly comparable to Magique in the bespoke olfactory-experience offering, though Air Aroma is larger and more globally distributed.
• Bureau Betak: Paris-based event production agency specializing in luxury fashion shows and brand events for houses including Dior, Louis Vuitton, and Chanel. Comparable to Magique as a Paris-headquartered creative-production partner to the same luxury client roster, though Bureau Betak focuses on scenography and event staging rather than olfactive design.
• teamLab: International art collective producing large-scale immersive digital art installations for museums, exhibitions, and brand activations. Comparable to Magique in delivering high-end multisensory installations for cultural institutions and premium brands, though teamLab focuses on visual/digital immersion at much larger scale.
• 12.29 Scent Branding: Paris-based olfactory branding consultancy creating custom fragrance identities for brands and hotels. Highly comparable to Magique in the olfactory branding/signature offering and in Paris-headquartered positioning, though 12.29 focuses on the brand-strategy layer rather than physical installations.
• Moment Factory: Montreal-based multidisciplinary studio creating immersive multimedia experiences for museums, public spaces, and brands. Closely comparable business model to Magique — bespoke creative studio combining technology, design, and scenography for premium cultural and brand clients — though Moment Factory works across light/sound/projection rather than primarily olfaction.

Broad incumbents

• Mood Media: Global in-store media and sensory experience provider offering scent, sound, and visual solutions to retail and hospitality chains. Comparable to Magique in providing sensory retail experiences, but Mood Media serves mass-market clients with standardized offerings rather than bespoke luxury commissions.
• Scentair: Established US-based scent marketing company offering scenting solutions across retail, hospitality, and commercial real estate. Comparable as an incumbent in the olfactory marketing category but operates at a much larger, more standardized scale than Magique's bespoke creative-studio model.

Emerging players

• Random International: London-based contemporary art studio known for large-scale immersive installations (e.g., 'Rain Room') exhibited in museums and public spaces worldwide. Comparable to Magique in producing high-craft experiential installations for museums and cultural institutions, though Random International focuses on kinetic/visual art rather than olfactory work.
• Prolitec: Scent diffusion technology company providing ambient scenting systems for commercial spaces. Comparable to Magique in the underlying scent-diffusion capability, though Prolitec focuses on standardized technology rather than bespoke creative installations for premium cultural clients.

Regional players

• Villa Eugénie: Paris-based event and scenography agency producing luxury fashion shows, brand activations, and immersive cultural experiences. Comparable to Magique in serving Paris-based luxury maisons with bespoke creative production, though Villa Eugénie focuses on fashion-show scenography rather than olfactive installations.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/magiquestudio
• Instagraminstagram.com/magique.studio?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Magique