DesignerRockwell Group
ProducerRadical Media


Museum of Feelings

The Glade Museum of Feelings is an interactive experience built to showcase the connection between scent and emotion.

TAIT provided a pop-up structure, TAIT Mag Deck and interior experiences for the museum. The concept of the museum is a series of rooms that convey a particular feeling through a multi-sensory experience that culminates in highlighting one of five scents in each room.

Glade Museum of Feelings
“I think [the Museum of Feelings] is really incredible. I think it was really innovative and really an inspiring way to take feelings and show how scent, overall, can inspire a vibe.” — Recording Artist, Becky G
Glade Museum of Feelings

A structure and experience that truly is the first-of-its kind, the exterior of The Museum of Feelings will change color based on the mood of New York City. The mood is determined using the sentiment of conversations on Twitter, coupled with local news and trends including the weather, stock exchange fluctuations and flight delays.

Glade Museum of Feelings
Glade Museum of Feelings

“Walking through the Museum of Feelings is about wallowing in whatever the room is trying to do. The first room, Optimism, is a prismatic spray spinning around the room. The next, Joy, is a forest of green LED vines dangling from above and reflecting from the mirror floor below. Invigorated has light halos at your feet that pulse as you close in on the scent lamp, while Exhilarated is a kaleidoscope of mirrors, a fractal dome [of sorts]. And finally, Calm, or the cloud room, a warm purple globe with cushy carpet and a fog machine. And of course, accompanying each room is a particular scent Glade feels evokes that emotion.” – Fast Company