© Ruben Reehorst
Can you tell us a little about yourself?
My name is Tanja Schell and I founded GEURLAB in 2012. As a former consultant, management trainer, communications specialist, wine selector and perfumeblogger, in GEURLAB comes everything together in a unique and very personal way.
The main activity of GEURLAB is developing scent identities for companies as part of their branding. Smell is an utterly powerful tool because it’s related to emotions and memories. A scent identity or olfactive logo creates a strong relationship between organization, products or services and costumers. Scent empowers a brand, a message or an image.
Another part of my business is advising organizations to achieve their goals by scenting their spaces. By example, scented workspaces will make people feeling better and performing better, it even lowers the sickness absence. Research shows that travelers feel more secure and relaxed as the bus station or train is smelling nice. So let’s use the enormous benefits of scents, but let’s do it subtle and deliberate.
Since last year I coöperate with the University of Maastricht to research the effects of specific aromas on mood, behavior and cognitive functions. If everything progresses well, this spring our first research project will start about scent and concentration.
I am also working with a soprano on a scent script, which is the additional dimension to the musical play. The olfactory possibilities are boundless and the creative potential without limits. Scent is the powerful fourth dimension for musicals, dance performances etcetera.
What will you consider your distinctive achievement?
That’s a hard question! I think doing what I really love in relation with who I am is my most distinctive achievement… So when it comes to GEURLAB: I am the company and the company is me. Everything I did in my life before like advising companies, developing innovative ideas, creating powerful communications, selecting wines, writing poems and columns and smelling everything what comes under my nose, comes together in GEURLAB. GEURLAB is a precise projection of my inner world in the outer world, enriched by all the skills I learnt and developed during my past career.
What are you looking forward to?
I look forward to realise unique projects with inspiring people and organizations where scent is the linking pin and will add new values.
Which advice would you give to the young professionals?
Do what you like and be who you are. Don’t hurry and let it grow organically without forcing anything. Trust in yourself and have fun! And do your administration 😉 ….
What are the challenges that we need to overcome to make ‘cultural entrepreneurship’ more accessible?
Having less bureaucracy. Facilitate the connection between people by developing places such as De Brandweer or initiatives like Common Knowledge. This makes it much easier to find each other and to co-create together. Listen carefully to your environment and be generous in sharing tips, tricks and information. And last but not least: follow your nose!
© Boj Mullenders
