Roger Smith Pop-Up of the Month: The Museum of Feelings



Since Thanksgiving, thousands of people have been lining up at Tribeca’s Brookfield Place to experience what it feels like to walk into the physical embodiment of joy. The Museum of Feelings is a multi-sensory experience where visitors are guided through a maze; upon entering each of the five rooms, a greeter explains the space’s “feeling” and its and accompanying Glade scent. (Glade’s marketing manager should get a raise!) As for how you will feel when you leave: Well, that depends entirely on who you are, and what mood you’re in.

First Room: Optimism


Scent: Radiant Berries” with notes of yumberry, magnolia and pistachio.

Greeter’s Thoughts: “You smell radiant berry coming from the ‘smell beacons.’ Shine your cards in the light reflecting off of them.”

The Deal: After taking a shiny scratch-and-sniff card, you step inside, where fog emanates from triangular metal prism “smell beacons.” Viewers flash their shiny silver cards in beams of dark purple, and hot pink lights redirect them through the haze all over the walls.

Second Room: Joyful


Scent: Balsam Fir” with notes of green pine, juniper and patchouli.

Greeter’s Thoughts: “Welcome to the enchanted forest of imagination. Put on these glasses and let your minds and yourselves run wild.”

The Deal: If you’ve ever wondered what it feels like to step into the Matrix, this is where to find out. The greeter equips you with 3D glasses before sending you into a hippy maze of shining green strings hanging from the ceiling. Throughout, beacons hang like tiny, futuristic campfires.

Third Room: Invigorated


Scent: Blue Odyssey” with notes of green tea, violet and sandalwood.

Greeter’s Thoughts: “When you step in, a halo forms around you. The more you dance and the more you move, the more it will change… and you can steal other people’s halos, too!”

The Deal: Upon entering, swirl graphics reminiscent of old-school iTunes visualizers appear around your feet. The trick to stealing other people’s halos is to simply to walk over them, which in turn makes yours momentarily more colorful and erratic.

Fourth Room: Exhilarated


Scent: Peony and Cherry” with notes of sweet citrus, pink rose and meringue.

Greeter’s Thoughts: “Please step inside the kaleidoscope.”

The Deal: “Exhilarated” is as flower-power a room as they come, inspiring the sensation of operating a kaleidoscope and being inside one at the same time. The space is equipped with monitors where the drag of a finger generates blooms and contractions in the constantly changing patterns of flowers and graphics covering the walls.

Fifth Room: Calm


Scent: Vanilla and Lavender with notes of bergamot, vanilla and jasmine.

Greeter’s Thoughts: “Once you are inside, as much as you want to nap, it’s not a good idea. Please do not sit or lay down.”

The Deal: One visitor inside this circular white room with a globe ceiling announced, “This makes me feel like I’m in 2001: A Space Odyssey.”  Carbon dioxide is pumped through the walls, covering the floor in a vibrant pink-and-purple haze.

Exit Room


Each of these rooms exemplify a marriage of mood and smell. This exit room has “Moodlens” stations where you can press your hand to a screen, take a selfie, and have your expression and pulse measured to determine your mood.

The Museum also has online stations that test and poll participants to determine the overall mood of major cities like New York City and Los Angeles. Lastly, the sell: Glade Candles is selling candles that can bring you back to any of the five rooms.

The Museum of Feelings is open at Brookfield Place until December 15th, so get there quick. Quick tip: To avoid the crowds, visit on a weekday.

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