OLFACTORY MARKETING IN CULTURAL AND EVENT VENUES

WHY DO FRAGRANCES ETCH THEMSELVES IN OUR MIND?

The simple smell of a madeleine has the power to awaken long-forgotten memories. Subconsciously, olfactory memories, because they are so intricately linked to the structure of memory itself, determine whether we have good or bad feelings toward a place or event of the past. The most important moments of our lives can be etched into our minds thanks to a specific scent – a signature scent, if you will, the foundation of olfactory marketing. Cultural institutions have clearly understood this. Some even start planning scent diffusion while mapping out their visitor pathways. For all these reasons, olfactory marketing can help turn cultural exhibits, fashion shows and music concerts into successful events.

ITS OWN FORM OF ART

Smelling is feeling.

All works of art, whether visual or performing, are meant to convey a message, a vision and, in most cases, emotions. Olfactory marketing makes those emotions even more powerful by creating a wave of fragrances, carefully chosen scents, that reflect the artist’s intentions. As a result, the art is perceived more intensely. It touches us more deeply. We feel connected to what we see, immersed in the olfactory impressions of a work or artist.

In museums and event spaces, scents are woven into visitors’ interactions with what they are seeing. They amplify the sensory experience and guide participants along an invisible path of discovery that becomes perfectly memorable.

Brands are also investing more than ever in the creation of events with interactive pathways that allow visitors to discover or rediscover fragrances or products.

THE IMPACT OF FRAGRANCES ON VISITOR SATISFACTION AND EVENT SUCCESS

Olfactory marketing generates measurable results in terms of visitor satisfaction and event participation compared to venues with no fragrance diffusion. When diffusers are placed at key locations in reception venues or art galleries, olfactory marketing impacts the success of the event:

  • Increased retention in memory,
  • Higher sense of satisfaction,
  • More time spent at the venue and particularly near diffusers,
  • Positive word of mouth effect.

SCENTS, AMPLIFIERS OF EMOTION

In conclusion, olfactory marketing in cultural and event venues transcends the visual to draw participants into an unforgettable sensory experience. With Scentys as their olfactory partner, these venues become canvases with fragrances adding an artistic and immersive dimension to every exhibit or event.

THEY HAVE MADE OLFACTORY MARKETING A CORNERSTONE OF THEIR EVENT PLANNING

« Enter The Grey Zone »

The Grey Zone is a temporary immersive exhibit organized in Los Angeles by Christian Dior Perfumes to celebrate the newest scent in its Private Collection, Gris Dior.

The perfume house brought together different representations of the fragrance created by several international artists. A combination of lights, sounds and digital projections created a fully immersive experience that drew visitors deep into the brand’s bold universe.

Scentys added an olfactory dimension as well, using its technology to diffuse the fragrance along the visitor pathway to present all the facets of the new scent.

”What is love?” an olfactory exploration of gen z’s love codes

After two years of extensive research, analyzing consumer insights and social media, fine fragrance maker Givaudan has in recent weeks taken its olfactory and immersive event, “What is Love?”, to New York, Paris (in the Marais neighborhood) and Dubai. A deep dive into the world of Gen Z and the extraordinary creations of Givaudan perfumers, who have reinvented all the ways seduction and love are translated into scents.

Givaudin used Scentys technology at its events in New York and Paris, adding olfactory and visual elements to allow visitors to discover four different fragrances diffused via the Scentys method, each in a dedicated space. Givaudan was thus able to share its commitment to the biggest names in the fragrance and beauty sector.

OLFACTORY TRIP THROUGH THE PALACE OF VERSAILLES

Scentys is proud to have worked with teams from the Palace of Versailles to create a unique sensorial experience for the “Christmas night” event on December 9th, 2023, reserved for Palace subscribers.
The idea was to construct an immersive pathway that would awaken visitors’ senses by inviting them on a “Stationary Journey.” The theme ties in directly with the Horace Vernet (1789-1863) exhibit currently running at the Palace. Vernet had close ties to Versailles in the time of Louis-Philippe, and his great love for travel greatly influenced the pathway and the work on display. There was music, dramatic readings and dances, all designed to transport visitors to other horizons for one night. Scentys technology was used in the Coronation Room, the last leg of the journey. The fragrance diffused featured raw materials like tobacco, vanilla, patchouli and Tonka Bean, and filled the room with woody, smoky and amber notes.

AN OLFACTORY TOUR THROUGH HABITATION CLÉMENT PLANTATION

Built as a distillery in the 19th century on the French Caribbean island of Martinique, Habitation Clément is now an interpretation center where visitors learn all about how rum is made.

Last February, it added a new concept to familiarize guests with the olfactory aspects of its spirits.A section called “Roue des senteurs,” located toward the end of the visitor pathway, just before the gift shop, is equipped with SCENTYS dry diffusion technology. In it, visitors can test their sense of smell by trying to identify the different notes used in the brand’s collections.

Scentys developed twelve notes in all to capture as accurately as possible the different facets of Clément rums. These scents add a fun dimension to the immersive experience of exploring this historic site where industrial legacy and savoir-faire are on display. French “spiritourism” at its best!