That’s a question with which the minds behind “Odeuropa” will have to grapple. Launching this January, it is a $3.3 million, three-year, multinational project on the collection and recreation of smells in 16th- to early 20th-century Europe that will marry historical and literary analysis with machine learning and chemistry. The project is pioneering and also, in a year of COVID-19 induced anosmia with sensory-deprived lockdowns, timely.2 We became aware of our need for environmental stimulation—and the undervalued power of smell. [...]
Descriptions of odor also are culturally mediated. A 2016 study showed that even French and Franco-Canadians today may not agree in their experience and evaluation of the same odor3: For the French, for example, wintergreen was rated much less pleasantly than for French-Canadians. “In France, wintergreen is used more in medicinal products than in Canada, where it is found more in candy,” a press release for the study stated. “Anise was rated similarly in two cultures but was described more often as ‘licorice’ in Quebec and as ‘anise’ in France.” Intricate cross-cultural differences make for intriguing anecdotes. But they are hard to document. [...]
Odeuropa opens up a new sensory experience of history. The researchers will create a catalog of past scents by digging through 250,000 images and thousands of texts (in seven languages), ranging from medical descriptions of smells in textbooks to labels of fragrances in novels or magazines. Machine learning will help to cross-analyze the plethora of descriptions, contexts, and occurrence of odor names (such as tobacco, lavender, and probably horse manure). This catalog serves as the conceptual basis for perfumers and chemists to create fragrant molecules fitting 120 of these descriptors. [...]
Part of the Odeuropa team is a research project called Smell of Heritage, carried out by Cecilia Bembibre, a doctoral student in heritage science at University College London. Heritage scientists look to come up with new ways to study materials and collections that make up cultural heritage, as well as how the environment interacts with it. Bembibre, for example, analyzes and archives culturally essential aromas. “In the heritage context,” the Smell of Heritage website states, “experiencing what the world smelled like in the past enriches our knowledge of it, and, because of the unique relation between odors and memories, allows us to engage with our history in a more emotional way.” [...]
The historical conservation of smell visualizes (for lack of a better term) our need to directly experience and engage with the changes in our history’s materiality. In a world accelerating the digitization of knowledge and the virtual documentation of other people’s lives, we should not forget about our desire to sensually experience. It’s vital, for me at least. Things like virtual reality, which can persuasively simulate visual, auditory, and even tactile sensations, won’t feel convincing enough without also incorporating smell, the next and perhaps ultimate frontier, given how difficult it is to substitute. A fan of the outdoors like me wants to get a whiff of the horse poop.
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