Guardians of Memories

_ CLIENT

Givaudan

_ RELEASE

29th January 2025

_ TECHNOLOGY

Roblox Game, Narrative Game

Guardians of Memories is an interactive experience developed by Givaudan on Roblox, with Novelab’s involvement.

“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” Arnaud Guggenbuhl, Head of Global Marketing at Givaudan.

The game is available on the Roblox Game Page, and you can find more information about the project on Givaudan’s Press kit page.

_Credits

NOVELAB
_LEAD GAME DESIGNER & LEVEL DESIGNER Florian Legros
_GAME DIRECTOR & LEAD NARRATIVE DESIGNER Maxime Crozier
_NARRATIVE DESIGNER & GAME DESIGNER Ronan Legendre
_ARTISTIC DIRECTOR & CONCEPT ARTIST Alan Sorio
_CONCEPT & 3D ARTIST Hugo Peillet
_LEVEL 3D ARTIST Léa Dervyn
_WEB DEVELOPER Yannick Compte
_SENIOR 3D ARTIST Nicolas Morlet
_SOUND DESIGNER & SOUND TRACK COMPOSER Antoine Chabroux Wert
_LEAD DEVELOPER Thomas Palazzetti
_GAMEPLAY DEVELOPER Colin Bouvry
_SENIOR PRODUCER Dorian Mastin
_EXECUTIVE PRODUCER Romain Garbati
_CEO NOVELAB Romain Caciano
_COO NOVELAB Clément Cheriot
  GIVAUDAN
_HEAD OF GLOBAL MARKETING & ART DIRECTION Arnaud Guggenbuhl
_DIGITAL INNOVATION MANAGER Gael Trinquart
_GLOBAL CONSUMER INSIGHTS SENIOR MANAGER Marianne Zouary
  DIGITALLI
_BRAND STRATEGY & INNOVATION MANAGER Julien Abbou
_CREATIVE DIRECTOR Alicia Rodriguez
_COO Louis-Jean de Sedouy
_CEO Marine Le Gall & Bertrand Degien
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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.

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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.

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