As part of Mantu’s creative and tech ecosystem, Novelab continues to push the boundaries of immersive storytelling for global brands. Guardians of Memories is one of its latest breakthroughs: an interactive Roblox experience developed for its client Givaudan that blends education, craftsmanship, and digital innovation.
“With Guardians of Memories, we aim to engage the younger generation in an innovative, playful, and educational manner, using their own cultural codes to highlight the richness of olfactory craftsmanship. We place intellectual value and the artisanal skills that lie within the fragrance houses at the heart of the experience, transforming each perfume creation into more than just a product”
The game is available on the Roblox Game Page, and you can find more information about the project on Givaudan’s Press kit page.
Genesis of the project
In 2022, after experimenting with VR and fragrance, Givaudan turned to Web3 to digitize scent. A workshop with Digitalli sparked the idea of an immersive educational game. Givaudan, Digitalli, and Novelab combined their expertise in strategy, game design, and development.
Roblox & the next generation
Roblox quickly became the ideal platform to engage 8 to 16-year-olds, with 70M+ daily players. The game introduces perfumery while showcasing Givaudan’s expertise in scent, memory, and emotion.
Development accelerated in 2023, with early 2024 workshops refining gameplay and education. Launched on January 29, 2025, Guardians of Memories marks a milestone in digital olfactory education and Givaudan’s innovation.
A poetic scent experience
In just one month, Guardians of Memories attracted 50,000 visitors and became a media sensation, featured in 120 articles. This unique narrative experience on Roblox invites players to explore poetic worlds, gather ingredients like cedar, vanilla, and rose, and craft their own fragrances.
With over 144,000 scents created and 384,000 ingredients extracted within a month, players embark on a quest to restore lost memories through the art of perfumery.
Guardians of Memories also won Silver at the Grand Prix Stratégies, confirming its success and vision for the future of marketing and technology.
