Detroit Wick, a sensory and fragrance experience company in Corktown, has announced the September opening of Every Human Detroit, an immersive AI-powered scent creation experience located along Nick Gilbert Way within the Hudson’s Detroit tower.
The activation marks a partnership between Detroit Wick and Every Human, an AI-driven scent creation platform, with downtown Detroit as its debut stand-alone U.S. location. The address is 4000 Nick Gilbert Way.
“This partnership is a natural evolution to what we’ve been doing in the city of Detroit for over 12 years, creating fragrance and manufacturing scent-related products,” says Doug Schwartz, co-founder of Detroit Wick. “This consumer-facing activation is next level — the guest becomes the perfumer and creator of scent in real time.”
Visitors answer a series of personal, random, and memory-driven prompts, which the venue’s proprietary “ScentRobot” uses to formulate a one-of-a-kind fragrance live, in front of the guest.
With up to 500 billion possible scent combinations, no two fragrances are ever the same, and each guest becomes the “nose” behind their own creation.
The formulation process is designed to be visible and social — guests watch the ScentRobot blend their fragrance in real time.
In addition, a unique animated character — generated specifically for their scent and projected onto the wall — represents their creation’s identity.
Every character shares a common visual language with the others, while remaining entirely distinctive, turning each fragrance into both a scent and a story. Once complete, guests receive a packaged, one-of-a-kind fragrance set to take home.
Every Human Detroit is designed to engage all five senses — smell, sight, sound, touch, and taste. The space is built to encourage mingling and conversation once fragrances are complete, as guests spray, smell, and compare their creations together.
The experience is available two ways:
– Walk-ins: open to the public to discover and experience the platform
– Private bookings: designed for team building, corporate outings, and special occasions, typically hosting between 10 guests to 30 guests.
Sessions run from 30 minutes to 1.5 hours depending on group size, with the concept built for intimate group programming rather than large public events.
Bookings and more information are available at everyhumandetroit.com.
The Every Human Detroit space was designed by Detroit Wick co-founder Hilary Schwartz, who curated every element — from color to furniture — to bring the concept to life.
Every Human Detroit’s visual identity is anchored by Farrow & Ball “Hay No. 37” — a warm, inviting yellow with a natural, slightly imperfect quality rather than a slick, synthetic tone.
The choice is deliberate: it counterbalances the experience’s high-tech foundation, signaling that despite the AI-driven process, the result is still human-made and still natural — a fitting complement to the Every Human name itself.
Every Human was founded in 2018 by artist-technologist Frederik Duerinck and scent designer Anahita Mekanik.
Detroit Wick specializes in candles, fragrance development, and scent-related product manufacturing, headquartered in the Blanco Building in Corktown (2564 Michigan Avenue, just west of Michigan Central Station).
The 45-story Hudson’s tower, which will offer 97 condominiums on the upper floors and anchored by The Detroit EDITION luxury hotel with 227 rooms, is set to open in 2027.
