Got a dinner reservation downtown but have some time to kill beforehand? Instead of grabbing a drink at the bar, head to Hudson’s Detroit Tower and make your own perfume.
Newly opened on Nick Gilbert Way, EveryHuman Detroit is an immersive, AI-guided fragrance experience that lets visitors become the perfumer. The Detroit location is the first standalone EveryHuman location in the United States. Other cities with EveryHuman locations include Dubai, London, Vienna, and Copenhagen.
Hour Detroit recently experienced EveryHuman firsthand, creating a custom fragrance and speaking with Detroit entrepreneur Doug Schwartz, founder of Detroit Wick, the Corktown-based sensory marketing and custom fragrance company that partnered with EveryHuman to bring the concept to Detroit.
“This consumer-facing activation is next level; the guest becomes the perfumer and creator of scent in real time,” Schwartz says.
And you don’t have to make a major investment to take your creation home. Small bottles sized at 5ml start at $25, making EveryHuman an affordable addition to a night out in downtown Detroit.
What to Expect at EveryHuman Detroit
The process is unlike a traditional fragrance shopping experience. Rather than smelling a selection of perfumes and choosing one you like, you don’t smell anything until your fragrance has been created. Instead, visitors answer a series of prompts about their preferences, memories, experiences, and even random details about themselves. The information is then interpreted by EveryHuman’s AI-powered Algorithmic Perfumery system.
Using 52 fragrance building blocks, the technology can generate more than 500 billion possible scent combinations. The formulation happens in front of you, with the ScentRobot blending the fragrance while a custom animated character representing your scent is projected onto the wall.
During Hour’s visit, we created a fragrance featuring vanilla, amber and peony. The finished scent was warm, floral, surprisingly strong, and lasted well after the experience. Once created, the fragrance profile is saved to your phone, so you can revisit it, tweak the formula, reorder the same scent, or create it in another size.
The experience is designed to be social, too. Once their fragrances are complete, guests can spray, smell and compare their creations with friends. The open, high-tech space balances the technology with a warm, inviting design, creating an atmosphere that feels more like an interactive sensory studio than a traditional perfume shop.
Visitors can stop in for a quick five-minute digital scent profile or book longer experiences, including workshops, scent coaching, and private group sessions. Walk-ins are welcome, making it particularly convenient if you find yourself downtown with some time to spare.
Hours and Location
EveryHuman Detroit is located at 4000 Nick Gilbert Way, across from The Department at Hudson’s and Pine Hall. Hours of operation are Sunday through Wednesday, 10 a.m.-7 p.m., and Thursday through Saturday, 10 a.m.-9 p.m. To learn more, visit everyhuman.com.
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