Reed Seifer/ Spray to Forget on Bloomberg.com

“…[At The Armory Show 2010] artist Reed Seifer, wearing a bright red apron, spritzed a crisp, clear scent dubbed “Forget” into the air. Seifer hawked plastic bottles of his “Spray to Forget” perfume, available in an edition of 500. They were $25 and promised to “edit one’s consciousness” and remove “undesired memories” — the perfect elixir for an art collector in the mood to shop.”
— Bloomberg News Wire