The V&A has taken its latest exhibition beyond the museum walls with an immersive out-of-home activation. 

To celebrate the launch of the new Marie Antoinette Style exhibition at its South Kensington site, the museum has created a bespoke build at London’s Vinegar Yard. The campaign, live for two weeks from 22 September, was created by agency Anything is Possible in collaboration with Jack Arts and Posterscope.

Stretching across a row of ten billboards, the installation invites passers-by to engage their senses with scented, handkerchief-style tearaways. The custom fragrance has been designed by AVM Curiosities to capture the essence of Marie Antoinette’s world through a floral blend of orris root, rose, lavender, tuberose, violet, musk, jasmine and orange blossom. Scratch-and-sniff squares are adorned with the queen’s monogram and double as mini invites to the exhibition. 

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The exhibition, sponsored by Manolo Blahnik, explores Marie Antoinette’s impressive influence across fashion, beauty, art and film.

“Smell connects directly to memory and emotion, making it the perfect medium to bring Marie Antoinette to life on the streets of London,” said Sam Fenton-Elstone, CEO of Anything is Possible, “This campaign allows people to step into her world before they even arrive at the exhibition.”

“By highlighting this unique experiential element, we hope to inspire curiosity, invite new visitors into Marie Antoinette’s world and showcase her enduring legacy and relevance as a contemporary cultural icon,” said Olivia Miller, V&A’s marketing manager.