L'ORÉAL LUXE AND DATALAND REVEAL EXCLUSIVE PARTNERSHIP TO CREATE GROUNDBREAKING OLFACTORY ART EXPERIENCE

TWELVE RAINFOREST-INSPIRED SCENTS CRAFTED BY L'ORÉAL LUXE IN COLLABORATION WITH REFIK ANADOL STUDIO AND THEIR LARGE NATURE MODEL, BECOME LIVING RESPONSIVE ARTWORKS AT THE WORLD'S FIRST OMNI-SENSORY MUSEUM OF AI ARTS.

LEVALLOIS-PERRET, France and LOS ANGELES, May 13, 2026 /PRNewswire/ -- On June 20, 2026, DATALAND, the world's first omni-sensory Museum of AI Arts co-founded by Refik Anadol and Efsun Erkılıç, opens in Los Angeles. With five galleries spanning 25,000 square feet and boasting an unprecedented 1.5 billion pixels, the museum debuts with its inaugural exhibition, Machine Dreams: Rainforest. For this collaboration, L'Oréal Luxe makes history as DATALAND's exclusive founding olfactory partner. Through innovative technology, twelve unique avant-garde olfactive imprints will be experienced by visitors as living scents, diffused in response to the artworks and each visitor's presence, translating digital dreams into scented, lived experiences.

This bold alliance is the ultimate expression of L'Oréal Luxe's "Culture de l'Écart": the drive to think differently, bridge high technology with raw human emotion. In a world-first convergence of visual art and responsive olfactory, DATALAND introduces a new paradigm of polysensorial experience. While Refik Anadol uses advanced computing to visualize billions of data points, the L'Oréal Fragrance Métier relies on its unparalleled olfactory mastery to craft captivating scents. Both are artists pushing the boundaries of their respective mediums.

Drawing from Refik Anadol Studio's Large Nature Model, L'Oréal Fragrance Métier leveraged its unique fragrance model to craft the twelve olfactive imprints, combining a singular expertise with an unparalleled level of innovation. Among them, Scent of Data blends clean musks and aldehydes to replicate the algorithmic pulsation of code, scenting the "mind" of the machine. Meanwhile, Scent of Rain delivers a hyper-realistic atmosphere of humid earth after rain, featuring the characteristic petrichor accord, headspace-captured, and earthy patchouli facets.

These scents are diffused through DATALAND's innovative smart-diffuser devices that react to the artworks and the visitor's presence. Reaffirming its unrivaled authority in luxury fragrance, L'Oréal Luxe moves scent out of the traditional bottle and into a permanent cultural institution. In this living museum, touch, taste, sight, sound, and scent amplify each other in a continuous, omni-sensory dialogue, triggering genuine emotions and profound memories.

"I have always deeply admired Refik Anadol's visionary artistic work. I am incredibly proud that L'Oréal Luxe is collaborating with him on DATALAND placing olfaction at the very center of the museum and pushing the boundaries of unexpected Fragrance creation." Cyril Chapuy, President, L'Oréal Luxe 

"Fragrance is the ultimate language of emotion, a direct bridge to the soul that transcends reason. In response to Refik and Efsun's vision, our L'Oréal Fragrance Designers have shattered traditional boundaries to craft unfiltered sensory truths. Within DATALAND, we unveil the technical precision of our Métier through 'immersive scents' to leave a powerful, indelible emotional imprint." Karine Lebret, Fragrance Métier International Director, L'Oréal Groupe

"This collaboration with L'Oréal Luxe is a fascinating breakthrough. Together, we are pushing the boundaries of what art can be. By combining artworks with a unique fragrance model, we are no longer just visualizing data, we are breathing life into it. I am thrilled to share this unique dialogue between human sensory experiences and machine intelligence with the world." Refik Anadol, Media Artist & Co-Founder

"Collaborating across disciplines has always shaped how we think and create; it is inseparable from our way of being. To co-create with L'Oréal Luxe on this groundbreaking olfactory experience for DATALAND's inaugural exhibition carries on our tradition of turning to fellow innovators to help realize our vision." Efsun Erkılıç, Artist and Co-Founder

About L'Oréal Luxe

At L'Oréal Luxe, defying the rules is not just a belief; it's our guiding principle. We see luxury beauty as a space of constant reinvention. Our mission is anchored in our unique "Culture de l'Ecart", an approach that challenges the status quo to master the balance between heritage and audacious innovation. With an unparalleled portfolio of 30 iconic brands and 30,000 luxury experts, L'Oréal Luxe is the undisputed leader of luxury beauty, ensuring each brand preserves its unique DNA while accelerating growth.

Communication L'Oréal Luxe
Mickael Roux, Mickael.ROUX@loreal.com

 

 

 

 

 

 

 

TWELVE RAINFOREST-INSPIRED SCENTS CRAFTED BY L'ORÉAL LUXE IN COLLABORATION WITH REFIK ANADOL STUDIO AND THEIR LARGE NATURE MODEL, BECOME LIVING RESPONSIVE ARTWORKS AT THE WORLD'S FIRST OMNI-SENSORY MUSEUM OF AI ARTS.

LEVALLOIS-PERRET, France and LOS ANGELES, May 13, 2026 /PRNewswire/ -- On June 20, 2026, DATALAND, the world's first omni-sensory Museum of AI Arts co-founded by Refik Anadol and Efsun Erkılıç, opens in Los Angeles. With five galleries spanning 25,000 square feet and boasting an unprecedented 1.5 billion pixels, the museum debuts with its inaugural exhibition, Machine Dreams: Rainforest. For this collaboration, L'Oréal Luxe makes history as DATALAND's exclusive founding olfactory partner. Through innovative technology, twelve unique avant-garde olfactive imprints will be experienced by visitors as living scents, diffused in response to the artworks and each visitor's presence, translating digital dreams into scented, lived experiences.

L'ORÉAL LUXE AND DATALAND REVEAL EXCLUSIVE PARTNERSHIP TO CREATE GROUNDBREAKING OLFACTORY ART EXPERIENCE jwplayer('myplayer1').setup({file: 'https://mma.prnasia.com/media2/2977955/LOreal_Luxe.mp4', image: 'https://mma.prnasia.com/media2/2977955/LOreal_Luxe.mp4?p=thumbnail', autostart:'false', stretching : 'uniform', width: '512', height: '288'});

This bold alliance is the ultimate expression of L'Oréal Luxe's "Culture de l'Écart": the drive to think differently, bridge high technology with raw human emotion. In a world-first convergence of visual art and responsive olfactory, DATALAND introduces a new paradigm of polysensorial experience. While Refik Anadol uses advanced computing to visualize billions of data points, the L'Oréal Fragrance Métier relies on its unparalleled olfactory mastery to craft captivating scents. Both are artists pushing the boundaries of their respective mediums.

Drawing from Refik Anadol Studio's Large Nature Model, L'Oréal Fragrance Métier leveraged its unique fragrance model to craft the twelve olfactive imprints, combining a singular expertise with an unparalleled level of innovation. Among them, Scent of Data blends clean musks and aldehydes to replicate the algorithmic pulsation of code, scenting the "mind" of the machine. Meanwhile, Scent of Rain delivers a hyper-realistic atmosphere of humid earth after rain, featuring the characteristic petrichor accord, headspace-captured, and earthy patchouli facets.

These scents are diffused through DATALAND's innovative smart-diffuser devices that react to the artworks and the visitor's presence. Reaffirming its unrivaled authority in luxury fragrance, L'Oréal Luxe moves scent out of the traditional bottle and into a permanent cultural institution. In this living museum, touch, taste, sight, sound, and scent amplify each other in a continuous, omni-sensory dialogue, triggering genuine emotions and profound memories.

"I have always deeply admired Refik Anadol's visionary artistic work. I am incredibly proud that L'Oréal Luxe is collaborating with him on DATALAND placing olfaction at the very center of the museum and pushing the boundaries of unexpected Fragrance creation." Cyril Chapuy, President, L'Oréal Luxe 

"Fragrance is the ultimate language of emotion, a direct bridge to the soul that transcends reason. In response to Refik and Efsun's vision, our L'Oréal Fragrance Designers have shattered traditional boundaries to craft unfiltered sensory truths. Within DATALAND, we unveil the technical precision of our Métier through 'immersive scents' to leave a powerful, indelible emotional imprint." Karine Lebret, Fragrance Métier International Director, L'Oréal Groupe

"This collaboration with L'Oréal Luxe is a fascinating breakthrough. Together, we are pushing the boundaries of what art can be. By combining artworks with a unique fragrance model, we are no longer just visualizing data, we are breathing life into it. I am thrilled to share this unique dialogue between human sensory experiences and machine intelligence with the world." Refik Anadol, Media Artist & Co-Founder

"Collaborating across disciplines has always shaped how we think and create; it is inseparable from our way of being. To co-create with L'Oréal Luxe on this groundbreaking olfactory experience for DATALAND's inaugural exhibition carries on our tradition of turning to fellow innovators to help realize our vision." Efsun Erkılıç, Artist and Co-Founder

About L'Oréal Luxe

At L'Oréal Luxe, defying the rules is not just a belief; it's our guiding principle. We see luxury beauty as a space of constant reinvention. Our mission is anchored in our unique "Culture de l'Ecart", an approach that challenges the status quo to master the balance between heritage and audacious innovation. With an unparalleled portfolio of 30 iconic brands and 30,000 luxury experts, L'Oréal Luxe is the undisputed leader of luxury beauty, ensuring each brand preserves its unique DNA while accelerating growth.

Communication L'Oréal Luxe
Mickael Roux, Mickael.ROUX@loreal.com

 

 

 

 

 

 

 

** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **

L'ORÉAL LUXE AND DATALAND REVEAL EXCLUSIVE PARTNERSHIP TO CREATE GROUNDBREAKING OLFACTORY ART EXPERIENCE

L'ORÉAL LUXE AND DATALAND REVEAL EXCLUSIVE PARTNERSHIP TO CREATE GROUNDBREAKING OLFACTORY ART EXPERIENCE

L'ORÉAL LUXE AND DATALAND REVEAL EXCLUSIVE PARTNERSHIP TO CREATE GROUNDBREAKING OLFACTORY ART EXPERIENCE

L'ORÉAL LUXE AND DATALAND REVEAL EXCLUSIVE PARTNERSHIP TO CREATE GROUNDBREAKING OLFACTORY ART EXPERIENCE

New kit offers researchers and development teams a meaningful advance in expression speed and output

BOSTON, May 13, 2026 /PRNewswire/ -- GenScript Biotech Corporation announced the launch of TurboCHO™ Protein Expression Kit, a next-generation antibody expression reagent designed to set a new benchmark for speed, performance, output and ease-of-use. One of the company's largest global product launches to date, this kit targets the fast-growing expression reagent market, driven by high-throughput and AI-enabled research.

Producing research-grade antibodies and proteins is a foundational step in drug discovery and biologics development. The new kit brings GenScript's proven protein-expression technology directly to the bench in a ready-to-use format, enabling labs of any size to generate high‑quality protein in as little as five business days. As a result, researchers can access reliable data sooner and make earlier, more confident decisions.

"TurboCHO™ Protein Expression Kit delivers outstanding performance and unmatched value, putting powerful innovation within reach of every lab working to advance science," said GenScript's Rotating CEO Sherry Shao. "By providing a launchpad to market, this kit helps bring new medicines to patients' faster, when time matters most."

The product debuted yesterday at the opening of the PEGS Summit in Boston, but attendees will have opportunities throughout the week to learn more and engage with the GenScript team. The Protein Expression Kit is available in two configurations:

• Pro: Delivers high-yield protein expression in as little as 5 business days, designed for easy integration into existing workflows.
• Prime (Licensed): Enhanced performance for teams seeking maximum speed, with results as early as Day 3 and even higher yields.

Early Feedback Supports Real-World Impact

Early adopters in the beta program have reported performance that is "best in class" for speed and value, demonstrating its real-world impact.

_________________________________________________________________________________

Performance Snapshot: How the Kit Compares

• Redefines expression speed, providing Day 5 yields (or Day 3 for Prime) comparable to competitor Day 10 results, substantially shortening timelines and accelerating decision-making
• Delivers higher yields with lower reagent input, improving overall cost efficiency and throughput
• Produces up to three-fold higher yield(or 5-fold for Prime) after Protein A purification versus other market solutions
• Features a proprietary high‑performing cell line and optimized transfection system

_________________________________________________________________________________

For drug developers and research teams managing increasingly compressed discovery timelines, this performance translates into faster candidate selection, reduced time-to-data, and the capacity to validate more candidates as they move into experimental testing.

The launch represents the first phase of a broader innovation roadmap designed to drive continued industry leadership, with planned advances spanning next‑generation CHO cell line enhancements, improved transfection systems, and scalable, automation‑ready formats.

"By delivering higher-quality antibody expression with dramatically faster time-to-data, we are eliminating a critical bottleneck in drug discovery," said Ray Chen, President of GenScript Life Science Group. "Designed for today's complex molecules, this kit ensures reproducibility and seamless screen-to-scale translation, while enabling more designs to be tested at lower cost. For research teams working under aggressive discovery timelines, the real question isn't whether to adopt this solution. It's how quickly they choose to leverage it to redefine what's possible."

TurboCHO™ Protein Expression Kit is available immediately through GenScript's direct sales channels and authorized distributors. To support early adoption, GenScript is offering introductory pricing for a limited time, along with technical support for onboarding and workflow optimization. Inventory is in place to support both domestic and international demand. For more information or pricing, visit the GenScript website.  

About GenScript

Founded in 2002 in New Jersey, GenScript Biotech Corporation accelerates innovation in biotech and healthcare by providing researchers and companies with the building blocks needed to develop groundbreaking treatments and products. As a cornerstone of the global life science ecosystem, GenScript actively collaborates with a diverse network of partners—from academic institutions to industry leaders—to co-create cutting-edge solutions that redefine service excellence. Guided by its mission to Make People and Nature Healthier Through Biotechnology, GenScript has become a trusted global partner with a team of 6,100+ employees, supporting over 200,000 customers across 100+ countries and regions, including the world's Top 20 pharma companies. For more information: www.genscript.com

Media Contacts:

Kate Grusich
Senior Corporate Communications Manager
Katherina.Grusich@genscript.com 

 

 

New kit offers researchers and development teams a meaningful advance in expression speed and output

BOSTON, May 13, 2026 /PRNewswire/ -- GenScript Biotech Corporation announced the launch of TurboCHO™ Protein Expression Kit, a next-generation antibody expression reagent designed to set a new benchmark for speed, performance, output and ease-of-use. One of the company's largest global product launches to date, this kit targets the fast-growing expression reagent market, driven by high-throughput and AI-enabled research.

Producing research-grade antibodies and proteins is a foundational step in drug discovery and biologics development. The new kit brings GenScript's proven protein-expression technology directly to the bench in a ready-to-use format, enabling labs of any size to generate high‑quality protein in as little as five business days. As a result, researchers can access reliable data sooner and make earlier, more confident decisions.

"TurboCHO™ Protein Expression Kit delivers outstanding performance and unmatched value, putting powerful innovation within reach of every lab working to advance science," said GenScript's Rotating CEO Sherry Shao. "By providing a launchpad to market, this kit helps bring new medicines to patients' faster, when time matters most."

The product debuted yesterday at the opening of the PEGS Summit in Boston, but attendees will have opportunities throughout the week to learn more and engage with the GenScript team. The Protein Expression Kit is available in two configurations:

• Pro: Delivers high-yield protein expression in as little as 5 business days, designed for easy integration into existing workflows.
• Prime (Licensed): Enhanced performance for teams seeking maximum speed, with results as early as Day 3 and even higher yields.

Early Feedback Supports Real-World Impact

Early adopters in the beta program have reported performance that is "best in class" for speed and value, demonstrating its real-world impact.

_________________________________________________________________________________

Performance Snapshot: How the Kit Compares

• Redefines expression speed, providing Day 5 yields (or Day 3 for Prime) comparable to competitor Day 10 results, substantially shortening timelines and accelerating decision-making
• Delivers higher yields with lower reagent input, improving overall cost efficiency and throughput
• Produces up to three-fold higher yield(or 5-fold for Prime) after Protein A purification versus other market solutions
• Features a proprietary high‑performing cell line and optimized transfection system

_________________________________________________________________________________

For drug developers and research teams managing increasingly compressed discovery timelines, this performance translates into faster candidate selection, reduced time-to-data, and the capacity to validate more candidates as they move into experimental testing.

The launch represents the first phase of a broader innovation roadmap designed to drive continued industry leadership, with planned advances spanning next‑generation CHO cell line enhancements, improved transfection systems, and scalable, automation‑ready formats.

"By delivering higher-quality antibody expression with dramatically faster time-to-data, we are eliminating a critical bottleneck in drug discovery," said Ray Chen, President of GenScript Life Science Group. "Designed for today's complex molecules, this kit ensures reproducibility and seamless screen-to-scale translation, while enabling more designs to be tested at lower cost. For research teams working under aggressive discovery timelines, the real question isn't whether to adopt this solution. It's how quickly they choose to leverage it to redefine what's possible."

TurboCHO™ Protein Expression Kit is available immediately through GenScript's direct sales channels and authorized distributors. To support early adoption, GenScript is offering introductory pricing for a limited time, along with technical support for onboarding and workflow optimization. Inventory is in place to support both domestic and international demand. For more information or pricing, visit the GenScript website.  

About GenScript

Founded in 2002 in New Jersey, GenScript Biotech Corporation accelerates innovation in biotech and healthcare by providing researchers and companies with the building blocks needed to develop groundbreaking treatments and products. As a cornerstone of the global life science ecosystem, GenScript actively collaborates with a diverse network of partners—from academic institutions to industry leaders—to co-create cutting-edge solutions that redefine service excellence. Guided by its mission to Make People and Nature Healthier Through Biotechnology, GenScript has become a trusted global partner with a team of 6,100+ employees, supporting over 200,000 customers across 100+ countries and regions, including the world's Top 20 pharma companies. For more information: www.genscript.com

Media Contacts:

Kate Grusich
Senior Corporate Communications Manager
Katherina.Grusich@genscript.com 

 

 

** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **

GenScript Launches TurboCHO™ Protein Expression Kit, Delivering the Fastest Path to Antibodies in its Class

GenScript Launches TurboCHO™ Protein Expression Kit, Delivering the Fastest Path to Antibodies in its Class