The Experience economy: Scent marketing.
The experience economy is seeing fragrance brands innovating in the pop up shop arena. Inspired by interactive museum spaces, brands are pushing escapism and brand narratives to create sensorially stimulating and entertaining experiences.
French brand Diptyque recently celebrated its 50th anniversary with such a museum style pop up in New York and London. A multisensory maze of vignettes, including a photo booth and tech-assisted scent stations, revealed the narrative behind the fragrances L’Eau, Tam Dao and Philosykos – inspired by France, Vietnam and Greece, respectively. Highlights included an oceanic soundscape complemented by a salty breeze, jungle-inspired scented photo-ops, and a pebbled path lined with fig-tree branches.