By Izy Bass-Brown
Of Things Past is a speculative brand identity project inspired by Marcel Proust’s phenomenon of involuntary memory. The title is inspired by a scene in Proust’s novel, À la Recherche du Temps Perdu (Remembrance of Things Past), during which he is suddenly transported to a childhood memory while eating a madeleine cookie. Proust describes this sensation as an “involuntary memory;” a memory evoked by a sensory cue without conscious e ort. Of Things Past is an homage to this phenomenon; a product designed to exalt the scent memory. The fruit of this work seeks to explore themes of timelessness and memory through the spectrum of experience. It captures the intangibility of human memory and translates it into a corporeal product. Each package is inspired by the story of an anonymous respondent, and the scent that the story relates. My goal in this product is to bring to life the fond (or not-so-fond) memories of others through the physical reminder of their experience. Each piece will tell their story.