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Maiden Lane

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Royal Opera House Arcade

Earlham Street

Neal Street

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Monmouth Street

Apple Market, Covent Garden

Somerset House

Neal’s Yard

Covent Garden

Seven Dials

The Market Building

Have you ever imagined watching what a scent does to your brain — in real time? Since 2015, 

Parfums Privés has been pioneering functional fragrances and now introduces: THE FEEL LAB EXPERIENCE, blending neuroscience, digital innovation, and the power of scent. 

Feel Lab Experience, a tool that fuses neuroscience with artificial intelligence. 

Developed in collaboration with Feel’tech, Brain co and Harvard innovation lab, INITIO FEEL-LAB is a unique immersive experience powered by neuro-sensory technology.

This fully personalized journey allows you to visualize emotional responses in real time, as each fragrance activates a distinct neural pattern shaped by your own memory, emotional history and cognitive state. The EEG data captured by the sensors positioned on the headband is converted into a score that reflects your level of well-being and emotional compatibility.

Through this process, FEEL-LAB unveils the scent that resonates most deeply with you on a subconscious level.

INITIO, Beyond Beauty

INITIO's Feel Lab Experience

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