Introduction

This introduction provides an overview of the key concepts discussed in the subsequent chapters of this book. The book highlights the significance of olfactory art, with contributions discussing practice in contexts across Europe and North America. It brings together a concern with multimodal artistic encounters focusing on artistic interventions highlighting often contentious aesthetic olfactory installations. The book focuses much more explicitly on the worlds of urban design that were central to Victoria's first book. It illustrates global variations in practice, but also contrasts academic with practitioner views of the field. It explores best practice in outdoor advertising and focuses upon how smells might best be enrolled into the development of brands. The book also focuses on changes in the deployment of smell, with an emphasis on historical practice and focuses upon the role of smell in the theatrical professions.