Glade's Pop-Up Boutique is Branded as One That 'Sells Feelings'
Laura McQuarrie — January 7, 2015 — Marketing
References: glade & behance.net
Since our sense of smell is deeply tied to our emotions and memory, Glade developed a unique pop-up boutique and introduced it as "the first store to sell feelings."
The experiential store located in New York City's Meatpacking District put a focus on crafting a mood rather than generating revenue. Although Glade logos could be found in the space, they were small and only included in just a few places. What people could wander into the pop-up and expect was a multi-sensory experience. People had the chance to explore Glade's newest scents in a number of ways, including wandering through mysterious doors with labels like 'Anticipation' and 'Relax.' Alternatively, the scents could also be experienced in a more high-tech way through Oculus Rift, virtually transporting people into fragrant floral fields, mimicking scents like Glade's Red Honeysuckle Nectar.
The experiential store located in New York City's Meatpacking District put a focus on crafting a mood rather than generating revenue. Although Glade logos could be found in the space, they were small and only included in just a few places. What people could wander into the pop-up and expect was a multi-sensory experience. People had the chance to explore Glade's newest scents in a number of ways, including wandering through mysterious doors with labels like 'Anticipation' and 'Relax.' Alternatively, the scents could also be experienced in a more high-tech way through Oculus Rift, virtually transporting people into fragrant floral fields, mimicking scents like Glade's Red Honeysuckle Nectar.
Trend Themes
1. Experiential Retail - Creating immersive and sensory-driven retail experiences that focus on emotions and memories.
2. Multi-sensory Marketing - Utilizing various senses, such as smell, sight, and sound, to engage customers and evoke emotions.
3. Virtual Reality Experiences - Using technology like Oculus Rift to provide virtual, scent-based experiences that transport customers into different environments.
Industry Implications
1. Retail - Transforming traditional retail spaces into experiential destinations that provide unique and memorable experiences for customers.
2. Fragrance - Incorporating scent-oriented marketing strategies to enhance branding and product engagement.
3. Technology - Integrating virtual reality and other technological advancements to create interactive and immersive experiences for customers.
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