Platial | Who and What's Nearby
Platial | Who and What's Nearby
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Storefront Tour, Location 10
Like the new Brooklyn Industries, Nolita Industries follow a quaint pattern of irresistible digs and stylish accessories that strive to associate clothes with money, power, individuality, cultural capital, sex drive and horsepower. What Smelling Committee members may wish to note as well is the careful attention to odor association that some businesses are testing in their stores in a pervasive attempt at olfactory branding.
The real estate cliché of baking bread in a home to increase potential buyers’ receptivity and associations with homeyness is an old technique. Bakeries and fast food restaurants have long realized the efficacy of piping their salivatory kitchen exhaust out onto the streets rather than into a back alley. But until recently, the notion of branding the olfactory atmosphere of a commercial environment has remained restricted to a few kooky mega millionaires. Like MacDonald’s, for example, whose unmistakable Big Mac odor is a top secret, patented flavor perfume created by none other than International Flavors and Fragrances in New York and produced in New Jersey.
The development of inexpensive technologies to release a controlled atmospheric odor into an environment has spurred many businesses to experiment with an odor identity and a truly sensorial shopping Experience. Only a few are willing to talk publicly about this experimental new technique. Samsung’s flagship store on the Upper West Side smells faintly tropical, sweet and melony with its new odor identity, also developed by the IFF. Sony has a unique scent in its stores, which it sends home in sachets in its shopping bags, and is considering impregnating in its plastic packaging. Not only electronics corporations but hotel chains, diamond retailers, amusement parks, golf companies, automobile manufacturers and cell phone stores have also taken advantage of environmental smell technologies. Verizon spent a year developing the chocolate fragrance that accompanied the displays of its LG Chocolate phones, and tested its multinational appeal on noses across the globe.
Careful attention has been paid to gendering products, as market research has shown that buyers are twice as likely to stick around and purchase clothing if the ambient odor is feminine for women’s clothing, and masculine for men’s clothing. If women’s clothing is scented with a masculine odor, women are less likely to stick around and buy, and vise versa for men.
Olfactory branding is rather hit or miss, as there are few odors with mass appeal and odors are not drugs. But the idea is to directly tap into the limbic system of consumers by establishing an emotional memory that connects olfactory recognition with a brand identity. Smelling Committee members know that it takes longer for a positive olfactory association to be developed than a negative one. Nonetheless, initial studies have shown that, at the very least, pleasant odors tailored to consumers increase receptiveness to a product, the number of times they examine a product, how long they linger over an item, and sometimes that they are willing to pay higher prices. Only more reason to bring one’s consciousness into a daily awareness of olfactory experience.
Storefront Tour, Location 10
Like the new Brooklyn Industries, Nolita Industries follow a quaint pattern of irresistible digs and stylish accessories that strive to associate clothes with money, power, individuality, cultural capital, sex drive and horsepower. What Smelling Committee members may wish to note as well is the careful attention to odor association that some businesses are testing in their stores in a pervasive attempt at olfactory branding.
The real estate cliché of baking bread in a home to increase potential buyers’ receptivity and associations with homeyness is an old technique. Bakeries and fast food restaurants have long realized the efficacy of piping their salivatory kitchen exhaust out onto the streets rather than into a back alley. But until recently, the notion of branding the olfactory atmosphere of a commercial environment has remained restricted to a few kooky mega millionaires. Like MacDonald’s, for example, whose unmistakable Big Mac odor is a top secret, patented flavor perfume created by none other than International Flavors and Fragrances in New York and produced in New Jersey.
The development of inexpensive technologies to release a controlled atmospheric odor into an environment has spurred many businesses to experiment with an odor identity and a truly sensorial shopping Experience. Only a few are willing to talk publicly about this experimental new technique. Samsung’s flagship store on the Upper West Side smells faintly tropical, sweet and melony with its new odor identity, also developed by the IFF. Sony has a unique scent in its stores, which it sends home in sachets in its shopping bags, and is considering impregnating in its plastic packaging. Not only electronics corporations but hotel chains, diamond retailers, amusement parks, golf companies, automobile manufacturers and cell phone stores have also taken advantage of environmental smell technologies. Verizon spent a year developing the chocolate fragrance that accompanied the displays of its LG Chocolate phones, and tested its multinational appeal on noses across the globe.
Careful attention has been paid to gendering products, as market research has shown that buyers are twice as likely to stick around and purchase clothing if the ambient odor is feminine for women’s clothing, and masculine for men’s clothing. If women’s clothing is scented with a masculine odor, women are less likely to stick around and buy, and vise versa for men.
Olfactory branding is rather hit or miss, as there are few odors with mass appeal and odors are not drugs. But the idea is to directly tap into the limbic system of consumers by establishing an emotional memory that connects olfactory recognition with a brand identity. Smelling Committee members know that it takes longer for a positive olfactory association to be developed than a negative one. Nonetheless, initial studies have shown that, at the very least, pleasant odors tailored to consumers increase receptiveness to a product, the number of times they examine a product, how long they linger over an item, and sometimes that they are willing to pay higher prices. Only more reason to bring one’s consciousness into a daily awareness of olfactory experience.
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