Kaorium, the AI-powered fragrance discovery experience developed in Japan by Toshiharu Kurisu in 2019, is partnering with British luxury fragrance house Thameen London for a pop-up event at Selfridges London, running from 5-11 June 2025.
Combining technology and sensory exploration, Kaorium offers a new way to engage with fragrance by translating scent into language. Using custom-built software, hardware, and artificial intelligence, it enables users to explore perfume through a personalised lens of emotion, memory and word association- without the influence of branding or packaging.
The system analyses extensive textual data from online sources to understand how scents are described across various platforms, pairing this with users’ own language responses to curate tailored fragrance recommendations.
Thameen London is an English niche fragrance brand, uniquely combining eastern opulence and western refinement. Founded in 2013 by Basel Binjabr, Thameen means “precious”, and the brand’s finest fragrances are inspired by the world’s most valuable jewels and the captivating stories behind them.
Ben Janousek, CEO of Kaorium, commented:
“We’re thrilled to bring Kaorium to London for the very first time, especially in collaboration with a visionary brand like Thameen London and the iconic Selfridges. This partnership marks a powerful moment where technology, storytelling, and fragrance come together to create a truly immersive experience.”
Joanne Hart, Sales Director of Thameen London, added:
“We’re incredibly excited to welcome Kaorium to London as part of our Selfridges pop-up. At Thameen London, we’re always looking for new ways to deepen the connection between our fragrances and our customers, and Kaorium’s innovative technology offers a beautiful, intuitive way to explore scent through language and emotion.”
Visitors to the Selfridges pop-up will be able to explore Thameen’s fragrances through the Kaorium interface, offering a new, interactive way to discover scent preferences.
