Iconic and inextricably linked to the vibrant personality of the city of Milan, the Salone del Mobile has been highlighting the evolution of design and furnishing since 1961, concentrating all the most important figures and projects on the global scene in a single, eagerly awaited event. The soul of the Salone is also shaped by the events that run parallel to it and involve the most renowned Ambrosian locations and Milanese cultural venues.
The 2022 exhibition will take place from 7 to 12 June, and this year’s edition aims to celebrate two important events: on the one hand, it celebrates the 60th edition of the Salone and, on the other, it highlights the emerging trend of sustainability, which is increasingly central to the era in which we live. As always, the focus of the event will be on the participants’ ability to innovate, intent on surprising visitors with proposals that will always keep the name of the Milanese event high.
If you are one of the exhibitors, you will certainly already be preparing for the June event, in order to enhance your proposal and meet the expectations of the more than 300,000 trade visitors who every year explore the grounds and who come from almost 190 different countries.
It’s a unique opportunity to stand out and get noticed. If you want to make your mark, however, you’ve got to think ‘outside the box’. One way is to approach your visitors by taking inspiration from the principles of neuromarketing and taking advantage of the communicative power of one of the oldest creative arts on earth, namely the creation of olfactory architectures.
Scent your stand? A thousand reasons to say yes
Every year, the Salone del Mobile offers endless stimuli to its participants. Exhibitors strive to grab the increasingly thin and scattered attention of visitors, trying to impress them not only with an effective core proposal, but also with a wide range of multisensory experiences capable of making a difference before, during and after the event.
Before even delving into the offer that each company conveys at its stand, users are instinctively attracted by a mix of synergistic elements, such as the colours chosen for the layout, the multimedia points or the reception of the workstations. In short, what counts is the personality that each exhibitor manages to recreate in the few square metres available.
This is where the role of the senses comes into play. Among the elements that convince a guest to spend time with a particular brand are the subliminal messages the company manages to convey, made up of lights, sounds and even, surprisingly, fragrances. The sense of smell is one of the senses of which we are least consciously aware, but it is a powerful decision-making tool with which we have been equipped since ancient times and which still guides most of our choices today.
To make your stand truly captivating, you might consider developing and airing a personalised olfactory logo so that your communication doesn’t just follow direct, rational channels, but literally embraces potential customers with clouds of exclusive fragrances created for the occasion.
The same bewitching power of smell will shape the mood of those who stop by, invisibly influencing their thoughts, their perception of your brand and their interactions with your staff. It will be fun to observe how a scent can influence mood and purchase decisions, looking at the success of your 2022 stand.
Moreover, unlike the other senses, the sense of smell has a secret on its side: the olfactory nerve is connected to the amygdala and hippocampus, the brain structures responsible for processing and storing memories. When your visitors perceive the fragrance you have selected for your stand, an indelible association will be created in their minds, which will recall the atmospheres of your brand and the Salone del Mobile 2022 every time their nostrils perceive the same combination of notes.
Scent Company has already perfumed previous editions of the event, providing professional advice to many of its exhibitors. We look forward to making your stand unique too.
Make your stand a memorable place
There are many ways to integrate a scent into the space you have available to welcome your guests. For example, you can decide to scent your stand by creating a personalised olfactory signature with the help of our Scent Experts, who will help you understand how to turn your corporate philosophy into a true liquid memory to spread through the air.
Although the skill of our experts can make the process of producing a fragrance, extremely smooth, when pre-show time is not excessive you can also use a fragrance inspired by our olfactory pyramids, already composed ad hoc to convey precise messages: find your own, with the support of our “noses” and our marketing specialists, who can suggest the most suitable notes to dress your environment and enhance the novelties you will present at the show.
It is possible to integrate a personalised fragrance into your stand even if its design is already at an advanced stage and all the structural and decorative aspects of the set-up have been defined. In fact, our diffusion systems can be perfectly adapted to any context and can also adapt with versatility to the particular spaces typical of trade fair stands.
Thanks to our experience gained in previous years, we can offer you an all-inclusive service that perfectly matches your stand and the business objectives of your trade fair participation. Your space at the 2022 show will simply have an irresistible special touch without any extra worries for you or those who help set it up.
Contact us for more information!
