A Wren Says

I distinctly remember walking through Nobu Hotel in Atlanta. That distinctive scent has stayed with me. It was in the halls; it greeted me in the lobby. It was inescapable, but it was calming and comforting.

Thinking about the scent now, I think about how it made me feel. It wasn’t just used to make the place smell nice (though it was certainly accomplished). It formed a scent memory that further added to the brand identity. It points towards the Japanese inspiration behind the design and cuisine. Scent is a way of communicating to the guests that “This place is an oasis. This is your calming retreat.”

I think a lot about how I relate to scents and how I want to smell as a person. However, we can think about how scents can be used to build and enhance our brands. After all, Nobu Hotel Chicago uses scent not only to build the hotel experience but as an opportunity for product extension by selling its Yuzu Ginger candles. How can you use scent to better communicate your brand’s story? What are ways that you’ve noticed scent be used effectively?