Opera Makes Dramatic Use of Prolitec's Ambient-Scenting Solution
Sydney Performance Uses Computer-Controlled Air/Q System to Evoke
Ritual Perfumes of Ancient Egypt
SYDNEY, AUSTRALIA -- (Marketwired) -- 09/23/13 -- Air/Q, a Prolitec
Division, is best known for the scenting and air-care solutions it
provides to retail stores, hotels, spas, fitness centers and other
commercial entities across the globe. But an Australian production
company recently made dramatic use of the Milwaukee-based scent
leader's patented Air/Q technology -- namely, to evoke the ritual
perfumes of ancient Egypt during a performance of eight scenes from
the 1983 Philip Glass opera "Akhnaten."
During the Ondine Productions performance at the Sydney
Conservatorium of Music, baroque instruments played mesmerizing Glass
compositions as ancient sailing vessels plied the Nile. "The sights
ounds blended with an intoxicating and subtly diffused scent
created exclusively for the performance," said Marijn Kortekaas,
Prolitec's Director of Business Development for Asia Pacific.
"Audience members each received an atomizer of the scent as a memento
of the experience. The use of scent in the Akhnaten Opera enhanced
the performance, making it a complete sensory experience, increasing
the impact and memorability, taking it beyond a traditional opera."
Chiaki Nomura, a perfumer with New York-based International Flavors &
Fragrances (IFF), created the fragrance for Air/Q using evocative
notes of bergamot, velvet jasmine and water lily. "'Akhnaten' is a
work of art that deals with the life and religion of an ancient
pharaoh," Kortekaas said. "But while fragrance design and
ambient-scenting certainly are artistic endeavors, they are rooted in
sound science as well. Directors always strive to influence the
thoughts and feelings of their audiences, and scent is a powerful
tool toward that end."
Both Prolitec and IFF are versed in the scientifically established
relationships between scent and psychological states, moods and
emotions. "Scent impacts the parts of the brain that control memory
and emotions, and impacts our appetite, stress levels, and
concentration," said Richard Weening, Prolitec CEO.
The ancient practice of aromatherapy is one use of fragrance that
relies on these primal connections. "A common misunderstanding of
aromatherapy is that it is somewhat unscientific," Weening said.
"Actually there is a large body of peer-reviewed research confirming
the connection between scent and behavior and cognition."
In its use of scent in an ancient setting, the Sydney performance was
in perfect keeping with historical accuracy, Weening noted. "Scent
was quite important in the ancient world," he said. "Pedanius
Dioscorides, a Greek physician, pharmacologist and botanist who
practiced in Rome circa 40 to 90 AD, wrote a five-volume work in
which he described the use of scents to promote health and
Today, Air/Q's advanced technology makes it relatively easy for
dramatic productions to use the power of smell, dispensing fragrances
from fully programmable appliances with on-board computers that give
users the ability to adjust the intensity of the scent to meet their
specific needs. "This provides uniform coverage as well as intensity
-- something that never was possible with the incense burners of the
ancient past," Weening said.
About Prolitec-Air/Q Atmospheres
Prolitec, Inc. is a global provider
of ambient scenting technology and services under the Air/Q
Atmospheres brand to retail stores, hotels, casinos, assisted living
communities, offices and other locations. Headquartered in Milwaukee,
Wisc., Prolitec provides scent marketing services in the U.S.
directly to major brands. Prolitec also provides services in more
than 70 countries around the world though its certified service
provider partners. To learn more, visit www.prolitec.com.
Parness & Associates
Bill Parness or Lisa Kreda
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