Los Angeles, May 12th, 2026 – On June 20, 2026, DATALAND, the world’s first omni-sensory Museum of AI Arts co-founded by Refik Anadol and Efsun Erkılıç, opens in Los Angeles. With five galleries, spanning 25,000 square feet and boasting an unprecedented 1.5 billion pixels, the museum debuts with its inaugural exhibition, Machine Dreams: Rainforest. For this collaboration, L’Oréal Luxe makes history as DATALAND’s exclusive founding olfactory partner. Through innovative technology, twelve unique avant-garde olfactive imprints will be experienced by visitors as living scents, diffused in response to the artworks and each visitor’s presence, translating digital dreams into scented, lived experiences.
This bold alliance is the ultimate expression of L’Oréal Luxe’s "Culture de l’Écart": the drive to think differently, bridge high technology with raw human emotion. In a world-first convergence of visual art and responsive olfactory, DATALAND introduces a new paradigm of polysensorial experience. While Refik Anadol uses advanced computing to visualize billions of data points, the L’Oréal Fragrance Métier relies on its unparalleled olfactory mastery to craft captivating scents. Both are artists pushing the boundaries of their respective mediums.
Drawing from Refik Anadol Studio’s Large Nature Model, L’Oréal Fragrance Métier leveraged its unique fragrance model to craft the twelve olfactive imprints, combining a singular expertise with an unparalleled level of innovation. Among them, Scent of Data blends clean musks and aldehydes to replicate the algorithmic pulsation of code, scenting the "mind" of the machine. Meanwhile, Scent of Rain delivers a hyper-realistic atmosphere of humid earth after rain, featuring thecharacteristic petrichor accord, headspace-captured, and earthy patchouli facets.
These scents are diffused through DATALAND’s innovative smart-diffuser devices that react to the artworks and the visitor’s presence. Reaffirming its unrivaled authority in luxury fragrance, L’Oréal Luxe moves scent out of the traditional bottle and into a permanent cultural institution. In this living museum, touch, taste, sight, sound, and scent amplify each other in a continuous, omni-sensory dialogue, triggering genuine emotions and profound memories.
“I have always deeply admired Refik Anadol's visionary artistic work. I am incredibly proud that L'Oréal Luxe is collaborating with him on DATALAND placing olfaction at the very center of the museum and pushing the boundaries of unexpected Fragrance creation.” Cyril Chapuy, President, L'Oréal Luxe.
“Fragrance is the ultimate language of emotion, a direct bridge to the soul that transcends reason. In response to Refik and Efsun’s vision, our L’Oréal Fragrance Designers have shattered traditional boundaries to craft unfiltered sensory truths. Within DATALAND, we unveil the technical precision of our Métier through 'immersive scents' to leave a powerful, indelible emotional imprint.” Karine Lebret, Fragrance Métier International Director, L’Oréal Groupe.
“This collaboration with L’Oréal Luxe is a fascinating breakthrough. Together, we are pushing the boundaries of what art can be. By combining artworks with a unique fragrance model, we are no longer just visualizing data, we are breathing life into it. I am thrilled to share this unique dialogue between human sensory experiences and machine intelligence with the world.” Refik Anadol, Media Artist & Co-Founder
“Collaborating across disciplines has always shaped how we think and create; it is inseparable from our way of being. To co-create with L’Oréal Luxe on this groundbreaking olfactory experience for DATALAND’s inaugural exhibition carries on our tradition of turning to fellow innovators to help realize our vision.” Efsun Erkılıç, Artist and Co-Founder.
About L’Oréal Luxe
At L’Oréal Luxe, defying the rules is not just a belief; it’s our guiding principle. We see luxury beauty as a space of constant reinvention, where the extraordinary is not an accident, but a destination.
Our mission is to lead this journey, shaping the future of luxury and unlocking the profound emotional power of beauty. This ambition is anchored in our unique Culture de l’Ecart—an approach that champions creative tension and challenges the status quo, a commitment to move beyond the expected and master the delicate balance between rich heritage and audacious innovation.
With an unparalleled portfolio of 30 iconic and complementary brands, L’Oréal Luxe is the undisputed leader of luxury beauty. Our team is made of over 30,000 talented and passionate luxury experts all around the globe. They are the true architects of our success and ensure that each brand preserves its unique DNA while accelerating its global growth.
About DATALAND
DATALAND is the world’s first Museum of AI Arts and digital ecosystem where human imagination meets the creative potential of machines.
Situated at Frank Gehry’s The Grand LA, DATALAND unites pioneers across multidisciplinary fields including the arts, science, and technology under the artistic leadership of Refik Anadol Studio.
Opening on June 20, 2026, DATALAND joins the renowned visual and performing arts institutions in the city’s Grand Avenue Cultural District.
Legal Disclaimer
“This news release does not constitute an offer to sell, or a solicitation of an offer to buy L’Oréal shares. If you wish to obtain more comprehensive information about L’Oréal, please refer to the public documents registered in France with the Autorité des Marchés Financiers, also available in English on our website www.loreal-finance.com.
This news release may contain some forward-looking statements. While the Company believes that these statements are based on reasonable assumptions as of the date of publication of this press release, they are by nature subject to risks and uncertainties which may lead to a discrepancy between the actual figures and those indicated or suggested in these statements.”
Follow us on LinkedIn @L’Oréal
Follow us on Instagram @lorealgroupe
SHOTLIST:
AP Content Services/DATALAND - Editorial Use Only
Los Angeles, CA, USA - 08 June 2026
DATALAND World's First AI Arts Museum preview
1. Shots of exterior of DATALAND
2. Shots of Discovery Portal
3. GVs of DATALAND machine Dreams: Rainforest Visitor Experience – Data Pavillion
4. Refik Anadol, Media Artist & Co-Founder: [00:01:22] Latent Gallery. In this gallery we have the nature model in conversation a different way. I think generally the society as in general we are we think that AI has only prompting technologies. Actually to art making we can go beyond that and this is one of the reason nature model allows us to create this new creative technique. So for example, here I can go through many many different biomes of the nature model, and the human body movements can also become a form of pigmentation. And this whole gallery is for us sharing behind the scenes, demystifying machine learning algorithms and telling the world that when the AI is trained ethically and sustainably, there's incredible possibilities for art making and imagination. Probably the most ambitious dataset is Encyclopedia of Life. Here we are seeing 2.2 million species. Pretty much every single biome ever found in nature is in this data archive. So we are grateful for Smithsonian, which is a very, one of the best open source and open science institutions in the world, allowed us to partner and use this incredibly inspiring and important scientific data to make the DATALAND'S first exhibition.
5. Shots of Gallery D – The Sanctuary
6. Various shots of Gallery C – Infinity Room
7. Refik Anadol, Media Artist & Co-Founder: [00:03:33] I'm so excited for today to share the world's first Museum of AI Art here in Los Angeles. Me and my partner, Efsun, we together have been dreaming this more than three years now almost. And when we think about the idea of pushing forward the art making in the age of machine intelligence and technology, it was a dream to create a laboratory for imagination where we can push forward the image, the sound, the taste, the touch, and the scent. So we are so excited that we finally bring together many disciplines inside our five galleries with genetically sourced data and sustainable energy resources. So we're excited for DataLand to become the first museum of its own kind. And to just remind everyone, this is not about replacing nature. This first exhibition is about understanding, loving and respecting more nature. Nature, we believe, is the most important and the most inspiring thing we have as humanity. Our first and the most important living intelligence. And also, data land is all about human-machine collaboration, as ethical and sustainable as we can be.
8. Veronique Ferval, L'Oreal Fragrance Designer: [00:04:44] DATALAND is an unprecedented collaboration between two visionaries, Refik who is a digital artist working with visual and L'Oreal, number one beauty leading company in the world. For us, it was the opportunity to push our boundaries in scent and to develop truly immersive experience bringing scent and visual. This collaboration is based on the merge of art and science, which is our DNA. And with art and with science, we were able to push the boundaries of scent creativity to develop fully immersive experience. So each scent, we developed 12 olfactive imprints, and each scent is infused with new technologies, newer material, new molecules. For example, we worked with the Osmo Bloom technology with a new extraction method that allows us to extract the smell of flowers without destroying them, without touching them. So this is really unique and it's infused in some of the creations throughout the exhibition.
STORYLINE:
DATALAND, the world's first Museum of AI Arts, welcomes media for a first preview of its flagship Los Angeles location.
Created by Refik Anadol and Efsun Erkılıç, the museum occupies 25,000 square feet at The Grand LA and combines artificial intelligence, environmental data, scent and visitor interaction.
Ahead of the museum’s official opening to the public on June 20 more details have been released sharing the pioneering work which went into creating this landmark exhibition, Machine Dreams: Rainforest.
Spanning 25,000 square feet with an unprecedented 1.5 billion pixels across five galleries, DATALAND marks the dawn of a new cultural institution - a living museum where touch, taste, sight, sound, and scent amplify each other in a continuous, omni-sensory dialogue. At its heart, L’Oréal Luxe has created twelve scents that have never been smelled by the public: avant-garde olfactive imprints inspired by the rainforest itself, rooting each scent in human conception while integrating cutting-edge innovation.
The multi-sensory exhibition incorporates wearable technology including a smart diffuser worn around the neck which releases scents throughout the experience, synchronized frame-by-frame with the 1.5 billion pixels of the AI artworks and the visitor's physiological reactions. Developed with founding olfactory partner L'Oréal Luxe, the scent programme includes twelve rainforest-inspired fragrances created exclusively for DATALAND.
------------------------------------------------------------------------------------------------------------------------------------
Please Note: AP is distributing the following video news release on behalf of a 3rd Party Client.
Material is free access all. Material is not AP Content.
AP does not guarantee the accuracy of this content, nor endorse any opinions reflected in it.
9 June 2026
