Experience the Unique Eau de Cinéma: A New Film and Scent Interactivity

Immerse Yourself in Eau de Cinéma

On May 25th, an extraordinary event titled Eau de Cinéma will unfold at Theater GUILD in Daikanyama, organized by the innovative project Label Betty. This student-run film label is pushing boundaries by merging the art of cinema with the allure of scent, creating a sensory film experience like no other.

With a vision to enrich the world a hundred years into the future through creative collaboration, Label Betty is grounded in 100BANCH, a pioneering incubator for new value creation. The Eau de Cinéma event aims to engage the younger generation in crafting unique experiences through film and aroma.

The Concept Behind Eau de Cinéma

Eau de Cinéma invites participants to experience cinema through an entirely fresh lens—by sniffing it. Attendees will watch two short films directed by the talented Shika Okada, best known for her debut feature film Koinou Experiment. After watching the films, a freelance perfumer, Asano, will lead the audience in exploring an original fragrance specifically crafted to resonate with the themes of Okada’s works. This immersive journey concludes with a second viewing of the films, enhancing emotional connections and memory recall through the infusion of scent.

Featured Films

- Journey to the Maternal Awakening (2021)

The protagonist, at the age of 14, suddenly awakens to feelings of motherhood. A decade later, she questions the authenticity of her emotions as she navigates complex themes of virgin birth, genetics, and the essence of motherhood.

- Wonderful Chidori Footsteps in Wonderland (2019)

This narrative follows a heartbroken individual who decides to walk home, sipping alcohol as they traverse the streets over the course of several hours. The film uniquely combines traditional storytelling techniques with modern pop culture to portray their journey.

A Unique Opportunity for Interaction

Attendees won’t just be passive viewers; they will engage in a talk session with Shika Okada herself, illuminating her filmmaking process and insights into translating film into scent. Moreover, an interactive element encourages participants to name their created fragrances, fostering a personal ownership of their sensory experiences.

This event signifies a shift in how films are perceived—moving from traditional viewing to active engagement. Label Betty’s bold initiative champions the future of cinema and interaction.

About the Directors and Perfumers

Shika Okada is an emerging filmmaker from Tokyo, known for tackling themes of love, gender, and sensuality. With a prestigious background from the Tokyo University of the Arts, she has received recognition at both national and international film festivals.

Asano, the freelance perfumer, sees fragrance as an art form. Once part of LE LABO, she now applies her skills in diverse partnerships, turning scent creation into a medium for dialogue and self-expression. Her work spans collaborations with artists in various fields, aiming to integrate the essence of fragrance into everyday life.

Event Details

- Event Name: Eau de Cinéma
- Date: May 25, 2025
- Time: 14:00 - 16:00 (Doors open at 13:45)
- Venue: Theater GUILD, Shibuya, Tokyo
- Featured Films: Wonderful Chidori Footsteps in Wonderland, Journey to the Maternal Awakening
- Cost: 3,000 yen (includes aromatic fragrance)
- Reservation: Pre-booking via Peatix, no tickets available at the door.
- Capacity: 60 participants

Label Betty is committed to creating spaces where undiscovered films and audiences can meet, driven by the changing landscape of film consumption in the post-pandemic world. They encourage exploration beyond traditional film experiences through innovative events and discussions.

In this spirit, Eau de Cinéma represents a bold new frontier in cinematic engagement—one that should not be missed.

For further inquiries:
Email: labelbetty24@gmail.com
Instagram: @label_betty

Join us at Eau de Cinéma, where cinema meets fragrance!