FC Barcelona, together with SCIRCLE, has unveiled its first AI-created olfactory brand identity. This innovation transforms the club’s history and emotions into a living, customisable fragrance, offering fans a new way to connect with Barça through the sense most closely linked to memory and emotion.
The initiative is the result of a process led by Barça Identity, in collaboration with the Barça Innovation Hub (BIHUB), which has spent months conceptualising and defining this new brand extension. Through an in-depth analysis of the values, attributes and identity codes that define FC Barcelona, the project established the creative and strategic foundations needed to translate the club’s essence into a new sensory language. Building on this conceptual framework, SCIRCLE contributed its technology and expertise in AI-powered perfumery to turn this vision into an innovative olfactory experience.
The initiative has launched with the first two exclusive fragrances in the New Season collection (For the Timeless and For the Passionate, developed from the club’s official olfactory DNA, featuring notes of grass, bergamot, vetiver and sandalwood. The project was unveiled at the Antiga Fàbrica Estrella Damm during an immersive event attended by Josep Ignasi Macià, member of FC Barcelona’s Board of Directors, and Albert Mundet, General Director of BIHUB, as well as Álvaro Suárez, co-founder and CEO of SCIRCLE. Guests were able to discover the concept behind the project through a sensory experience centred on the unveiling of the first fragrances in the New Season collection and the personalisation possibilities that will be offered through the platform developed by SCIRCLE.
A unique olfactory DNA built from the Barça identity
Unlike a traditional fragrance, FC Barcelona has created its own olfactory DNA, developed through the identification and translation of the emotional, cultural and distinctive attributes that define the club. The objective was to create an olfactory foundation capable of expressing the Barça essence in a coherent and recognisable way.
This olfactory DNA will serve as the basis for future fragrances inspired by moments, emotions and memories linked to Barça. Through Aura, SCIRCLE’s AI perfumer, this olfactory identity will be able to evolve and generate both new collections and personalised fragrances, while always preserving the identity codes and essence of the Barça brand.
The first two fragrances are now available through SCIRCLE’s e-commerce platform. Fans will also be able to create their own personalised fragrances based on the club’s olfactory identity using Aura.
Driving a new dimension
The creation of FC Barcelona’s olfactory identity represents a new milestone in the club’s brand-building and brand-evolution strategy. Beyond the development of a product, the project has involved defining a new territory of expression for Barça, applying the same standards of rigour, consistency and excellence that guide the management of all the club’s identity assets.
The initiative reinforces FC Barcelona’s commitment to exploring new ways of connecting with its supporters through innovation, while preserving the coherence and strength of its global identity. BIHUB facilitated the collaboration with SCIRCLE, as well as the club’s entry into the company’s shareholding structure.
Statement by Paloma Mikadze, Director of Barça Identity
“This project goes far beyond the development of a product. It is an exercise in brand-building and emotional connection. Over recent months, we have worked on defining its strategic vision, ensuring that every creative decision reflected the club’s values, personality and positioning.”
“The objective was to ensure a coherent expression of the Barça identity within a new category. But in this case, we also faced the challenge of activating an especially powerful dimension: the senses. Through scent, we have transformed the emotional attributes of the brand into a tangible experience capable of evoking memories, generating emotions and reinforcing a sense of belonging. The result is a new way of expressing the Barça brand: through a sensory experience capable of creating a deeper connection with our members and fans.”
About SCIRCLE
SCIRCLE is a Barcelona-based start-up that offers an AI-driven fragrance creation and sharing platform, developed in collaboration with leading master perfumers and advanced technologies. This combination creates high-quality perfumes with the best possible personal fit for each individual in a matter of minutes. Through its AI perfumer, Aura, and the Scent Creator device, users can design fragrances perfectly tailored to their personality and preferences, capable of translating stories and personal moments into unique olfactory experiences. Founded in 2025, SCIRCLE currently operates in the United States, Mexico and Spain, and plans to expand into additional markets during 2026: www.scircle.ai
About BIHUB
The Barça Innovation Hub (BIHUB), a wholly owned FC Barcelona subsidiary, is a global platform dedicated to fostering innovation and knowledge development in sport. BIHUB invests in start-ups, drives technological and scientific research projects, and promotes talent through a wide range of educational programmes delivered independently and in collaboration with leading universities. It also organises the annual Sports Tomorrow Congress, supported by the Mobile World Congress. Through BIHUB, FC Barcelona is committed to driving advances that improve athlete performance and health while optimising the commercial success of sports organisations.
