Welcome, scent enthusiasts and lovers of interior design! Today we’re taking you on an olfactory journey where the air itself becomes the canvas and scents rise to become invisible artists in large rooms. We’re opening the door to a fascinating universe of scent marketing and AROMEA Airdesign, where a room is shaped not only visually and acoustically, but olfactorily too. Interior designer Bianca Kleinlercher has a real nose for room concepts and scent design. With her, colour, form and scent go hand in hand. With many years’ experience, she’s an expert at breathing a very special, individual life into a room. Sensitively and passionately. Alongside advice on concept development, bespoke furnishings, interiors and lighting, individual accessories and room fragrances, she offers every kind of idea and solution for showing a room off to perfection. In our interview, she answers some exciting questions and explains why scent design works so wonderfully.
Scent marketing and interior design - how do they actually go together?
Kleinlercher: Interior design is always associated with on-trend styles, harmonious colours, pleasant materials, matching accessories and homely lighting. And rightly so. Stimulating looks and a pleasant feel are decisive factors in a harmonious interior.
But to create a genuine feel-good atmosphere, one further criterion should be considered. The sense of smell. Good indoor air is as important as the furnishings themselves, and rooms with a lovely scent are as attractive as people who smell good. Our sense of smell is one of our strongest senses and largely determines whether or not we feel at ease in a room. Room perfumes, room fragrances, diffusers or reed sticks: there’s a suitable solution for every taste and every room design.
Is there such a thing as “too much scent”?
Kleinlercher: Less is more here. Room fragrances shouldn’t come across as intense or intrusive. Too much scent can have the opposite effect and create the feeling of “wanting to run away”.
And since the exact intensity is the key to successful scent marketing, AROMEA diffusers are designed to scent a room at up to 50 different intensity levels. Easy handling included, of course!
To what extent is it worth using scent design as a marketing strategy?
Kleinlercher: For some time now, scents have been used as an olfactory component in a targeted way in hotels, restaurants, bars, shops, properties for sale and so on, to make them seem more attractive, pleasant and cosy. It’s astonishing how widely multisensory marketing is used as an important component. In fact, we often perceive pleasant smells only unconsciously. We simply feel good and find the overall ambience pleasant. Scents are immediate and touch our innermost selves. They have direct access to the parts of our brain responsible for processing emotions and memories. If you address the right target group with the right scent in the right way, the effect is incredible. Scents influence people and boost sales.
As a business owner, what do I need to bear in mind to score points with my customers through scent?
Kleinlercher: It’s important to me that our studio smells good. Not only for the customers who visit us, but above all for us as a team. Invigorating, fresh, with depth and character. I think that describes us and our scent best. Mundane, but no less useful, are fresh, fragrant flowers. Beautiful for the eye and for the heart. They create an appreciative, pleasant, feel-good working atmosphere that suits us as interior designers. When it comes to individual projects, authenticity is the buzzword. The scent has to suit the project in question.
Thank you for talking to us! Bianca Kleinlercher
