- SENSORY MARKETING
Sensory Design for Brands and Businesses
A’la InDesign – “It’s amazing how a familiar smell can instantly trigger a memory or bring to mind a specific person because of the perfume they wear. The connection between our sense of smell and our moods, emotion and memory is powerful. AllSense harnesses this as a powerful branding tool for environments.
Head on over to Red Dot Design Museum during Singapore Indesign to find out more about AllSense and how it is revolutionising spatial experiences. Also, keep your senses peeled for the specially scented air at Red Dot Design Museum.”
The lobby of Toronto’s Trump Hotel has all of the elements of a ritzy, five-star lodging. The check-in desk is wrapped in Macassar ebony. The floor is inlaid with onyx and the drapes are velvet.
The most luxurious design detail, however, isn’t visible or even that discernible. Subtle wafts of champagne and caviar drift through the foyer, giving the place an air of exclusivity, and providing an olfactory signal to the c-suite clientele that they’ve arrived – literally and figuratively.
Scent is very similar to great lighting,” Pepe says. “Great lighting – as opposed to just a light bulb – can change the mood. It can warm you up. It can invite your guests. Smell is the same thing.” Harsh or garish lighting, on the other hand, can be repellent.
But whereas lighting is a commonly accepted requirement for a good space, scent design is much less ubiquitous. Until now. According to Pepe, the olfactive-branding industry (which she currently estimates to be worth $500-million a year, a tiny fraction of the multibillion-dollar perfume business) is set to boom over the next two years.
That’s “because we’re at a tipping point,” she says. “We, as a society, are kind of dead, visually. We’re on our phones, we are constantly looking at screens. So there’s this hole. And what scent does is that it propels you back in time so you remember what it felt like. If you’re walking in a mall, for example, and you smell crayons, you’re going right to that emotional connection of peeling the paper off. And all of a sudden there’s a human aspect to it.”
Credits – Tracy Pepe, the founder of Nose Knows Design, Brampton, Ont. and reporter Matthew Hague.
Established in collaboration with the creative team at Victoria’s Secret Beauty developed two new fragrances for Victoria’s Secret called Angels Only and Heavenly. The languid, fluid, and flirtatious shapes of the bottles reflect the lines’ romantic, soft, and angelic sensibility. Each bottle is then packed in Victoria’s Secret’s iconic pink packaging in accordance with each fragrance branding.
The OBO jewelry range consists of four designs — a drop-shaped pendant and a pebble pendant, designed to be worn on a necklace chain, and a white and black bracelet which feature a bubble at their centre. The pendant looks like a large jewel, but is in fact a receptacle for any type of perfume. When detached from its magnetic housing, the pendant reveals a roll-on base that can be simply rubbed wherever the wearer wants to replenish their perfume. OBO jewelry negates the need to carry extra perfume in a handbag, while remaining discreet and elegant-looking.
Like it? You can fund this new innovation in fashionable wearable fragrance on Indiegogo at https://www.indiegogo.com/projects/the-obo-pearl-the-smallest-wearable-and-leak-proof-bottle-of-perfume
Just arrived in the post, time to get stuck in! We see the city, we hear the city, but above all, we smell the city. A notable contribution to the growing body of literature on the senses and design
People expect Amsterdam to smell primarily of cannabis. Cannabis has a strong smell, equal to asparagus, cleaning products, bacon and the dentists’ surgery in perceived intensity. But it only featured in a couple of neighbourhoods and missed inclusion here.
Instead spring 2013 in Amsterdam revealed an abundance of the warm, sugary, powdery sweetness of waffles. Oriental spices emanated from Asian and Surinamese restaurants and supermarkets, pickled herring from the herring stands and markets – a link to one of the city’s key historical industries. Old books were detected in basement doorways and laundry aromas drifted up into the streets from Amsterdam’s many house hotels.
The smell of sun, flowers and new leaves indicated the welcome arrival of a late spring and chocolate power drifted in in small clouds.
Over 650 smells were detected by 44 people undertaking 10 smellwalks over a period of 4 days in April 2013. Based on written descriptions from the smellwalkers, 50 broad categories were identified. Both frequently-mentioned and curious smells feature on the map.
Concept and Map Design by Kate McLean
The Sense of Smell and Bourgeois self-referential decadence of the time beautifully captured in this Art Deco Perfume Poster
Beautiful Installation Art Work in Singapore CBD. Contrasting light, colour and shapes. Definitely a mood lifter below the grey clouds of the day
Apparently, sending each other smells may be a better way to communicate emotions than simply using words, as it removes barriers such as language and culture. The oPhone website talks about “global communication,” and a world where smells “are a moving gesture of friendship.” It’s a bit hippy-dippy, but few people would misinterpret the overall meaning behind the smell of roses, no matter what language they spoke.
Now, although the name suggests we’re going to see a phone, the idea is misleading. It’s a device that connects to a phone. Smells are generated by the oPhone accessory after being selected and sent from your smartphone, like a smelly, wordless text message. Lovely.