For most people, shopping is not just the simple purchasing of products – it is a real pleasure experience. Generally, above all, for the eyes. However, the more sensory impressions a person remembers, the higher is their brand loyalty. This knowledge was gained in a comprehensive scientific study in cooperation with the Millward Brown management consultancy (2005).
The findings have now already been used by many well-known companies. Singapore Airlines use, for example, Asian sounds and a special aroma in the cabins, automobile manufacturers enhance the smell of leather in their new vehicles and refine the sound of the engines.
SOUND, SCENT AND LIGHT IN OVER 20 AREAS
We have now followed this concept in the new Aquis Plaza in Aachen – and exploit a competitive advantage compared with the Internet, which can only appeal to two of the customers' senses. With multisensoric installations of sound, scent and light objects, we create unique atmospheres in over 20 different areas within the center. The focus is, above all, on the entrance area, parking deck lobbies and customer walkways in which we offer the visitors a holistic shopping experience with a harmonious combination of soundscapes and scents.
INDIVIDUALLY CUSTOMIZED SOUNDSCAPES
For some of the different areas, individual soundscapes have been created, for example, in the entrance area a welcoming effect is desired, and in the foodcourt, a pleasant dining atmosphere. Sometimes, the soundscape reacts with different intensity to the different numbers of visitors at various times of the day.
18 METER HIGH LIGHT SCULPTURE IS EXPERTISE ON A LARGE SCALE
For the realization of the Multisense Experience, we worked with leading agencies for sound design and aroma marketing which have already executed many projects with well-known retail and industry partners.