DSA Newsletter - July 2014 / Good Taste

What Good Taste Smells Like

Meredith Melling's duplex loft in NoHo features the polished decorating of Ariel Ashe - lots of neutrals with some standout pieces like a tufted royal-blue velvet sofa and a burl-wood-and-chrome dining table - set against its bleached wood floors and gutsy exposed beams and columns. Tying it all together is an invisible, but palpable, element: a sandalwood, vanilla and pepper fragrance, designed especially for Ms. Melling and her apartment, wafting from a sleek metal machine the size of a tablet hidden behind the blue sofa.



"It's such a lofty space, and it meanders in the back," Ms. Melling, 40, said. "One of the reasons to do scent is to bring in a sense of intimacy and unification."

A few blocks north, at the Delos on East 11th Street, a luxury "wellness" condominium conversion of a 19th-century building, the same scent technology (what's known as cold-air diffusion, pumped through the ductwork) is in place for custom fragrances to perfume the apartments of Deepak Chopra, Leonardo DiCaprio and others who have bought there. Over in the West Village, a new five-story townhouse has five fragrance systems, one for each floor, and its owners can use their smart devices to scent their spaces with its custom fragrance of lavender, geranium and ylang-ylang.

In Beverly Hills, Calif., a 48,000-square-foot marble palace built by a developer and sold to a Middle Eastern family smells like lemon, fig and cardamom. And in New Jersey, a new contemporary house belonging to a couple in the medical profession has its own custom scent, a fragrance based on citrus notes and a bit of green floral.

Say goodbye to the scented candle. Scent branding has moved into the living room.

For six years, Design Miami, the design fair that runs alongside Art Basel in Miami and Switzerland, has smelled like turquoise and purple, as its fragrance designer, Dawn Goldworm, put it.

"It's the electricity of Miami contrasted with the strangeness of the art world," she said.


Ms. Goldworm is the scent director of 12.29, a Manhattan-based "olfactive branding" company that she runs with her twin sister, Samantha. They have scented the lobby of the futuristic Zaha Hadid condominium in Miami, One Thousand Museum, to smell like the ocean (the development has many luxuries, including a helipad, but it is not on the water). And this year, the Goldworms perfumed the Armory Show-Contemporary on Pier 94 in Manhattan with what Dawn Goldworm described as the smell of wet pavement. (Sniffing a white paper blotter that had been dipped in the show's fragrance, this reporter detected a floral aroma with an underlying zing.) http://1229scent.com/

As developers around the country began employing scent technologies to brand their new projects (ScentAir's marketing director, Ed Burke, said that between 2010 and 2012, "condos and apartments grew faster as a percentage of our sales than any other industry"), hotel guests started clamoring to take the fragrances home with them.

Excerpted from Penelope Greene, The New York Times

Did You Know?

Responsive web design (RWD)  is more than just a buzzword in the world of technology; it's actually an important method for getting your website viewed by more people on more devices. This web design approach is aimed at crafting sites to provide an optimal viewing experience-easy reading and navigation with a minimum of resizing, panning, and scrolling-across a wide range of devices - from mobile phones to desktop computer monitors.

Why is Responsive Web Design so important?

 - In the US, 91% of people are within reach of a mobile device 24/7.

 - It provides an "app-like" experience on tablets and smart phones.

 - It's one website that works on all devices.

 - It is flexible and responds to the exact size of the screen displaying it.

 - Latest projections suggest that more web surfers will access the internet using mobile devices than with PCs.

Here at DSA, we've worked long and hard to have your free online member portfolios - adapted to RWD. Now all of the hard work you post to your free DSA member website is viewable on any device!

We are here to help with the transition, but we need you to participate. If you never added images to your previous DSA portfolio, your DSA member website portfolio is still empty. If you have used your DSA portfolio, your images are there. With this update to our system, our members are now able to show larger scale images, so you may want to replace any smaller images currently on your page with larger more up-to-date ones.

Your current company website may have worked for you in the past, but things are changing. You can save lots of money by using your free DSA website so all of your work can be viewed from any type of device. Since your company website was built in older programs or flash, it is not viewable on all devices. Why spend your hard earned money to redesign your website when you can have it for free? It's just one of many DSA member benefits.

Your free portfolio/member website has been converted to the new format, so use it to your advantage and make it wonderful! To get started on polishing your website and portfolio, visit https://www.dsasociety.org/free-website  for a first-hand look at the fabulous website of one of your fellow members. If you need assistance with building your online portfolio or would like to request a more direct company url address, contact us at



What We Offer

Our goal is to help make your business as efficient and profitable as possible. We will work with you to help solve your problems, while understanding that you have limited resources and budget. support@dsasociety.org