On Sunday, September 11th, in the grand ballroom of The Plaza Hotel in New York City, Thakoon Panichgul presented his Spring Summer 2012 runway collection. The inspiration stemmed from the classic paisley patterns of the American Cowboy interlaced with the vibrance and color from Indian tradition. The musical score, designed exclusively for the show, was composed with a classic American guitarist and a classic Indian sitarist. In addition to the mutli-colored cowboy hats and bandannas, a bespoke scent was created by olfactive branding company, 12.29, to complete the rustic western/ textural Indian experience. Deep wood notes, sumptuous leather, fresh tobacco and traditional Indian spices were the signature character of the scent diffused by Air Aroma.

The décor of The Plaza Ballroom was pure opulence, covered extensively in gold. Air Aroma’s sleek and simple design diffusers fit perfectly in the space and added a touch of modernity to the baroque setting. Four sleek designed Aroscent units were placed on the floor against the wall, in strategic locations, to diffuse the scent evenly throughout the enormous grand ballroom.

A representative from Dizon Inc, the production company hired for the show, had this to comment "When we had our initial meeting, I told my crew 'there is no way they can get a scent in a room this big'. I'm so impressed these little machines were able to cover a room this big. I have worked with others that can't hold a candle to these beauties". Samantha Goldworm from 12.29 reported "We use to work with another scent company, but they were difficult to work with and their equipment wouldn't scent nearly as well as the coverage of the Air Aroma units".