Culture

3 x Slow Sensorial Consumer Experiences

March 27, 2022

For lots of us, lockdown felt like total sensory deprivation. So after two years of being stuck in the metaphorical dark, it’s fair to say we consumers are ready to experience brands on a new level. We’re ready to feel something again.

Enter: sensory play. A powerful way for brands to elicit meaningful and memorable responses from consumers, this multi-sensory method plays a large role in the ability to become a brand that consumers can’t forget.

Here are three experiences using slow sensory values to connect with consumers on a deeper level.

1. BYREDO COLLIDES SCENT AND SOUND

Fragrance heavyweights Byredo recently unveiled an experimental speaker-shaped fragrance diffuser that disperses scent using the same principles as audio amplification.

The Olfactive Stéréophonique takes inspiration from Hindu temples and meditation halls (where sound and scent regularly collide) to elevate how scent is experienced in the home.

Image: Byredo

Designed by Devon Turnbull, founder of artisanal speaker and accessories brand OJAS, and Ben Gorham, Byredo’s founder and creative director, the limited edition Stéréophonique is sold with 10 fragrance capsules that are integrated into the device, offering cycles of scent diffusion over two-hour periods.

Showing us that sensory play doesn’t have to mean sensory obliteration, this sophisticated, slow-burn experience offers moments of reflection and contemplation – going beyond surface level to connect brand and consumer.

2. SELFRIDGES SUPERSELF PODS OFFER CALM AMIDST THE CHAOS

Contemporary luxury department store Selfridges has launched a wellbeing initiative designed to help shoppers rest and rejuvenate. Named ‘Superself’, the project offers a range of events, experiences, and activations for customers to merge their self-care rituals with their shopping habits.

Customers in-store will have the chance to unwind in calming sensory pods, designed by immersive reality company Sensiks. Pods are VR ready, climate controlled and filled with soothing voice performances – all with the aim of reducing stress and improving moods.

Image: Selfridges

And for those who can’t physically visit the pods, Selfridges have created a range of online experiences including wellbeing podcasts, as well as a curated shopping area with mood-boosting vitamins and incense sticks.

3. BOMPAS AND PARR'S LAVA DINING TURNS UP THE HEAT

In a nod to the 2000+ dormant volcanoes that lie below Saudi Arabia, Gastoronomy duo Bompas & Parr have brought a hot new multi-sensory dining experience to AlUla,

Image: Bompas and Parr

Led by ‘lava technicians’, the Forces of Nature spectacle is hosted outdoors at night – with dishes finished across a stream of 1,350°C molten lava and served alongside smoked cocktails.

This is a deliberately slower, performance-led experience, where sensory stimuli are intertwined with food to help guests slow down and appreciate flavours, techniques and surroundings.

Image: Bompas and Parr

Brands take note – hot pop-up events like this always attract the right kind of attention, making them the ideal setting for partnerships with a fiery twist. Could this be your next activation location?

SEEN is compiled by LOVE’s Head of Culture, Kat Towers. Want to say hello, ask questions or challenge her cultural knowledge? Get in touch - kattowers@lovecreative.com

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