FC Barcelona: AI-created olfactory identity launched with local start-up Scircle

FC Barcelona (LALIGA EA Sports) unveiled "its first AI-created olfactory brand identity," developed in collaboration with Barcelona-based start-up Scircle, the club announced on 16 June 2026.

The innovation "aims to translate the club’s history and emotions into an evolving and customisable fragrance, offering supporters a new way to interact with the Barça brand through the sense most closely linked to memory and emotion," according to the Catalan club.

The project was led by the Barça Identity department with the support of the Barça Innovation Hub (BIHUB), the club’s sports knowledge and innovation centre, which acquired a stake in SCIRCLE in January 2026.

"Through an in-depth analysis of FC Barcelona’s values, attributes and identity codes, the project established the creative and strategic foundations needed to translate the club’s essence into a new sensory language. Scircle then contributed its technology and expertise in AI-powered perfumery to bring this vision to life as an innovative olfactory experience."

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