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Impuls is a hypothetical perfume line under Arket, a Swedish clothing and lifestyle brand that features quality clothing and objects for men, women and children. The name plays on both the meaning of impuls, which in Swedish means "wafting" and impulse, which in English means"instinct" and "activating" The type is modified in such a way to address this juxtaposition. The choice of products is strongly rooted in providing the user an olfactory experience from head to toe, allowing the user to customise the duration, amount of each ingredient and the intensity of the smell. Impuls uses the button to represent the Arket's unique archival approach to shopping and a softer paper for the rigid cartons to highlight Arket's close relationship to materiality. The numbers of holes in the button icon also represent the lasting time of scents according to each different products. (scale level from 1-4) The reactive nature of red-orange in the interior not only contrasts with the soft exterior, but is also in line with Impuls' personality which lingers in its entrance, cuts with clinical precision and leaves behind an unforgettable scent.

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