A condo building in Miami is touting scent design as the next big thing in luxury amenities

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The aquatic center at the One Thousand Museum will feature a custom scent that calls to mind a European beach holiday.
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One Thousand Museum by Zaha Hadid Architects

Rooftop pools. Car elevators. State-of-the-art music studios.

And now: custom scents to set the mood.

Miami’s One Thousand Museum, a 62-story residential tower designed by Zaha Hadid Architects, is already one of the most expensive projects on the market, with prices ranging from $6 million to $50 million for the penthouse. It even has the city’s only private rooftop helipad.

But One Thousand Museum seems determined to out-amenity its competitors by appealing to more senses than just the visual.

The developers turned to scent branding company 12.29, founded by olfactive expert Dawn Goldworm, to craft fragrances that can shape the mood of every space in the building.

“We use smell every day, all the time – every minute, in fact, that we inhale,” Goldworm said to Business Insider. For One Thousand Museum, Goldworm was tasked with creating different “emotional territories” to shape the mood of different parts of the tower.

Goldworm, who’s a synesthete – meaning, in her case, she can perceive scents as colors – has over 10 years of experience in the fragrance business, working with Avon and Coty and training in Paris to hone a keen scientific knowledge of her craft. She regularly develops personalized fragrances for luxury brands, celebrities, and events, setting the tone at fashion shows and in high-end boutiques for brands like Mercedes-Benz, Valentino, and Lady Gaga.

There are four custom scents for One Thousand Museum, each specific to a space and a function. They’ll be diffused through the HVAC system, which will atomize the perfume oils into an ultra-fine mist.

So will we be seeing custom scent design as a regular luxury amenity? Goldworm, for one, says the trend is on the up: she’s already working on other upscale residential projects in Miami.


When creating scents, Goldworm considers the textures and colors of the environment, plus the preferences of the target audience who will be breathing it in. For One Thousand Museum, she took into account the reflective glass and parabolic curves of the signature Hadid design, as well as the South American roots of many of the potential buyers.

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One Thousand Museum by Zaha Hadid Architects

The signature scent for the lobby is intended to make you feel like you’re on the beach: there’s a “sparkle and a shine to it,” Goldworm said. It’s “salty, open, like a breath of fresh air.”

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One Thousand Museum by Zaha Hadid Architects

The aquatic center has a freshwater pool and a ceiling with undulating curves, reminiscent of waves on an ocean. Here, the fragrance will evoke a European beach vacation, with orange blossom and creamy fruit notes.

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One Thousand Museum by Zaha Hadid Architects

For the fitness center, Goldworm sought something that would be both invigorating and grounding. That translated into “humid earth notes, clean wood notes, and juicy citrus.”

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One Thousand Museum by Zaha Hadid Architects

One Thousand Museum also has a spa center where the custom scent is spicier, with an “incense floral feeling.”

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One Thousand Museum by Zaha Hadid Architects

For residences, Goldworm tries to create the feeling of comfort and safety through smell, even in minimalist environs far from home. If you’re seeking custom scent experiences in your own home, you can pick up 12.29 candles in stores like Barney’s, and switch up the fragrance from room to room.

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One Thousand Museum by Zaha Hadid Architects