FC Barcelona launches its AI-powered olfactory identity

The FC Barcelona has unveiled its first olfactory brand identity, developed in collaboration with Barcelona-based startup SCIRCLE, in a pioneering initiative that redefines how a sports institution can express its identity beyond visual and verbal codes, moving into a fully sensory dimension powered by artificial intelligence.

The project, led by Barça Identity with the support of the Barça Innovation Hub, is the result of months of work defining an “olfactory DNA” for the club. This framework translates the emotional, cultural, and symbolic attributes of FC Barcelona, such as passion, belonging, history, intensity, and collective memory, into a structured aromatic system capable of evolving over time and generating new interpretations of the brand.

At the core of the project is SCIRCLE’s AI-driven fragrance technology, which allows these abstract values to be transformed into tangible scent compositions. The system, through its digital perfumer Aura, can both interpret the club’s identity into signature fragrances and enable fans to create personalized scents rooted in the same olfactory foundation.

The initiative launches with two debut fragrances from the New Season collection, For the Timeless and For the Passionate, developed around a shared olfactory base featuring notes such as bergamot, vetiver, fresh grass, and sandalwood. These compositions are designed to evoke the atmosphere of the club while triggering emotional and memory-based associations connected to its history and fan experience.

Words: @annaamaso