Dawn Goldworm

The Scent Director of the olfactory branding company 12.29, Dawn operates alongside her identical twin sister, Samantha Goldworm. The company produces delicate and strategic elixirs of scents and places them in new contexts, manipulating environmental experiences, conjuring memories, and eliciting behavioural associations. Dawn herself is synesthetic, which in her case means she sees colours when she thinks of letters, numbers, words, memories, and sounds, and associates colours and textures with smells. “If a brand associates with the colour blue and the texture of silk, I can make the scent smell like the colour blue and the texture of silk,” she says.