Fortnum & Mason's Sensorium Has Shoppers Explore Scent and More
Laura McQuarrie — May 11, 2015 — Fashion
References: fortnumandmason & retail-week
Fortnum & Mason's Sensorium is part of a new immersive promotion at the Piccadilly, London store that takes shoppers through the fragrance department in a new way—beyond smell.
The focal point of the multi-sensory experience is a "scent chandelier," which sits at the center of a circular room meant for sampling an exclusive assortment of perfumes from Roja Parfums and Micallef.
Beyond fragrance, the Sensorium also expands the multi-sensory experience to other products available at Fortnum & Mason, from candles to window displays. These are also brought to life with in-store food tastings, visual displays and rich materials used in designs and surfaces to excite the sense of touch. This immersive retail campaign hopes to entice shoppers by capturing the essence of the brand and its products through in-store experiences.
The focal point of the multi-sensory experience is a "scent chandelier," which sits at the center of a circular room meant for sampling an exclusive assortment of perfumes from Roja Parfums and Micallef.
Beyond fragrance, the Sensorium also expands the multi-sensory experience to other products available at Fortnum & Mason, from candles to window displays. These are also brought to life with in-store food tastings, visual displays and rich materials used in designs and surfaces to excite the sense of touch. This immersive retail campaign hopes to entice shoppers by capturing the essence of the brand and its products through in-store experiences.
Trend Themes
1. Multi-sensory Experiences - The Sensorium campaign at Fortnum & Mason demonstrates the trend of creating immersive retail experiences that engage multiple senses, beyond just smell.
2. Scent Marketing - The inclusion of a scent chandelier in the Sensorium campaign highlights the growing trend of using scent as a marketing tool to enhance the customer experience and create a memorable brand impression.
3. In-store Engagement - The Sensorium campaign showcases the trend of utilizing in-store activations, such as food tastings and visual displays, to engage and captivate customers in a physical retail environment.
Industry Implications
1. Retail - The Sensorium campaign presents disruptive innovation opportunities for retailers to create unique and immersive experiences that set them apart from online competitors.
2. Fragrance - The inclusion of exclusive perfumes from Roja Parfums and Micallef in the Sensorium campaign opens up innovative possibilities for the fragrance industry to create interactive sampling experiences and showcase their products in a captivating way.
3. Marketing - The use of scent marketing in the Sensorium campaign highlights the potential for marketers to tap into the power of scent to create powerful and memorable brand experiences that resonate with consumers.
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