IAO Reviews Bettina Hubby’s Dig the Dig 7.19.13

The IAO teamed up with artist Bettina Hubby to create a limited edition perfume, as part of her new project Dig the Dig with the Santa Monica Museum of Art.

‘Dig’ premiered at Hubby’s ‘Dig the Dig’ Potluck Dinner and celebration on July 21, 2013.


As part of her 3-month project Dig the Dig, Bettina Hubby worked with the Institute for Art and Olfaction to create an artist edition of 100 x 30mL bottles of a worker-inspired fragrance.

The final scent – Dig – was designed to make tired workers feel good, using components suggested by the workers themselves in a series of artist-led interviews at the Olympic/26th Street Expo Metro station construction site in Santa Monica.

The scent premiere takes place on July 21st, 2013 at Santa Monica Museum of Art, as part of Hubby’s candle-lit and disco-ball activated Dig the Dig potluck dinner. The dinner will help to bring together construction workers, local business owners, and neighbors during a festive meal. Each participant will leave with a 2mL sample of Dig.


In keeping with the theme, Dig was tinted safety-cone orange, with a label designed by Bettina Hubby. The components of the scent were chosen by the construction workers out of 49 options in a series of surveys asking them what they’d like to smell like after a long day on the job.

Their final choices were: Orange; Lemon; Chocolate; Vanilla; Coffee; Sage; Pine; Lavender; Rose; Rain; Ocean; Fresh Laundry



Dig the Dig is a series of programs inspired by the first stage of a dramatic evolution: the construction of the Olympic/26th Street Expo Metro station on the doorstep of the  Santa Monica Museum of Art. The new light rail station, which links SMMoA and the Bergamot Station Arts Center district with both downtown Los Angeles and downtown Santa Monica, is scheduled to open in 2016. Work on the site has begun, inaugurating an era of transformation that will include the redevelopment of the arts district and, eventually, a new home for the Museum.

Dig the Dig, organized by Los Angeles artist Bettina Hubby, is the first chapter of the Museum’s engagement with the revitalization of its environs and its own metamorphosis.

Hubby’s interventions explore the visual vocabulary and materials of the site, prompting visitors to see and experience the landscape in unexpected ways. The project embraces the rugged terrain, turns dust and disruption into an occasion for celebration, and commemorates change.

More information: http://smmoa.org/programs/dig-the-dig/