Key project data
- Location: Macy’s Herald Square, New York City, USA
- Capacity: Up to 12 visitors per hour in the immersive pod space
- Integrated technologies: Virtual Reality (VR), immersive audio, dynamic wind simulation, and scent generation through Olorama equipment
- Impact: Enhanced emotional connection with the brand, differentiation in the luxury beauty market, and a multi-sensory narrative that redefines product storytelling.
This success story demonstrates how Olorama’s olfactory technology enriched the brand experience in the luxury beauty sector. The collaboration between Shiseido, Xydrobe, and Olorama represents a breakthrough in sensory marketing and sets a new benchmark for high-end retail customer experiences.
Project introduction
Shiseido, a globally recognized luxury skincare brand, launched an innovative immersive experience called The Essence of Enmei at Macy’s Herald Square, New York, from September 26-29, 2024. This exclusive 4D activation, created in collaboration with Xydrobe and Olorama, invited customers to explore the science, heritage, and craftsmanship behind Shiseido’s Future Solution LX collection.
The experience took place in a custom-designed immersive pod, where visitors were transported on a virtual journey through Japanese landscapes. Highlighting the rare Enmei herb—a key ingredient in the Future Solution LX line—the project aimed to create a multi-sensory narrative that underscored the luxury and innovation of the brand.
Olorama’s role in the brand experience
Olorama played a pivotal role in crafting a holistic sensory journey for The Essence of Enmei. By integrating advanced scent-generation technology, Olorama elevated the immersive pod experience.
- Precision scents: Scents inspired by Japanese landscapes, such as “mountain mist” and “blooming Enmei herb,” were synchronized with the visuals and soundscapes in the VR environment. These aromas deepened the emotional impact of the narrative, connecting visitors to the natural origins and restorative properties of the product.
- Seamless Integration: Olorama’s scent technology was harmoniously embedded into the pod’s multi-sensory design, ensuring that each fragrance was released at the perfect moment to enhance immersion.
Through this collaboration, Olorama translated Shiseido’s vision of luxury, nature, and innovation into a tangible and memorable olfactory experience.
Project results
- Holistic sensory experience: Olorama’s technology transformed The Essence of Enmei into a complete sensory journey. The integration of evocative scents heightened the immersive quality of the experience, making it visually, auditorily, and olfactorily captivating.
- Luxury market differentiation: The partnership between Shiseido, Xydrobe, and Olorama redefined experiential marketing in the luxury beauty sector. By creating a transformative experience, Shiseido distinguished itself from competitors, solidifying Future Solution LX as a symbol of sophistication and innovation.
- Enhanced brand connection: The multi-sensory elements, particularly the customized scents, fostered a deep emotional connection with the audience. Visitors left with a stronger bond to the brand and a lasting positive impression of Shiseido’s commitment to craftsmanship and excellence.
- Innovative storytelling: The collaboration demonstrated the power of olfactory technology in creating impactful narratives. Olorama’s scents brought Shiseido’s story to life, transforming the immersive experience into a vivid memory that resonates long after the event.
Conclusion
The integration of Olorama’s scent-generation technology into Shiseido’s The Essence of Enmei experience marked a milestone in luxury retail. By blending VR, scent, and immersive storytelling, Shiseido delivered a groundbreaking activation that not only showcased the Future Solution LX collection but also redefined customer engagement in the luxury beauty industry.
This project exemplifies how sensory innovation can elevate brand experiences, leaving a lasting impact on consumers and setting new standards for immersive retail in the high-end market.
