“Perfume-making: At the Junction of Creative Production and Scientific Practices” was the title of a presentation and seminar by Claus Noppeney at London College of Fashion . Thanks to the invitation by Ian King from the “Aesthetics and Management Hub” the Swiss research project could be presented at one of the leading international art and design universities. In the discussion Carolyn Mair, Director of Fashion Psychology at LCF, explained that brain light-waves produce images in our mind but it is human interpretation that forms individual meaning. She added that meaning comes from connections in our brain that makes sense of the basic environment that we choose to pay attention to, because of our experiences. “We all react to scents and touch in different ways. It is translated within our memory so although we smell and might have the same reactions to molecules, the difference comes in when we interpret that in terms of remembering and recalling,” Mair said.