Key project data
- Location: Harrods, London, United Kingdom.
- Capacity: 20 people per session.
- Integrated technologies: Virtual Reality (VR), tactile sensations (wind, temperature), surround sound and olfactory immersion through Olorama equipment.
- Impact: Strengthening of the emotional relationship between brands and their consumers; differentiation of Harrods in the luxury market; basis for future implementations of multisensory VR in retail.
This success story reaffirms the importance of smell in virtual reality experiences and represents a new paradigm in sensory marketing within luxury retail.
Project introduction
Xydrobe, an innovative virtual reality (VR) experience company targeting luxury brands, has created a state-of-the-art multi-sensory cinema at the iconic Harrods store in London. This virtual reality cinema, the first of its kind in an international store, combines advanced technology to immerse viewers in parallel worlds where they can experience a 4D environment that immersively stimulates the senses. The cinema, which is located on the fifth floor of Harrods, opens up a new level of multi-sensory experiences for luxury customers and stands out as Xydrobe’s most ambitious retail project to date.
Olorama’s role in the multisensory experience
To make this project possible, Olorama, a leader in scent generation technology, provided the necessary equipment to integrate scents into the virtual environment. Olorama’s technology was instrumental in creating a complete immersive experience, allowing visitors to smell specific elements of each brand experience, whether it was the leather scent of a luxury handbag, the distinctive smell of a lavender field, or the intense aromas of a tropical rainforest. This level of sensory personalization deepens the emotional bond between the customer and the brands, turning each experience into a memorable and distinctive experience.
Project results
- Enhanced multisensory experience: Thanks to Olorama’s collaboration, Xydrobe was able to take the sensory experience to the next level by integrating high-precision scents into the VR cinema. Carefully selected and programmed scents enriched the immersive experience, bringing each story and brand on display to life in a new dimension.
- Emotional connection with the customer: The ability to experience a brand universe through smell allowed visitors to establish deeper and more emotional connections with the luxury brands present. According to Xydrobe, this emotional immersion has significant potential to improve brand perception and purchase intent. The combination of virtual reality with scent technology is a powerful tool to strengthen loyalty and emotional bonding in a high-end consumer segment.
- Innovation and differentiation in luxury retail: Harrods, by hosting this 4D cinema, positions itself as a pioneer in the integration of multi-sensory technology in luxury retail. The ability to offer a complete sensory experience sets Harrods apart from other department stores and creates a new standard in the luxury shopping experience. Thanks to Olorama’s technology, this high-impact, immersive experience marks a milestone in the way consumers can engage with brands in a retail environment.
- Data collection and impact analysis: Xydrobe plans to analyze the data generated by this experience, studying customer behavior and its relationship to post-shopping purchases following the cinema experience. This offers additional value, as it will allow luxury brands to better understand the impact of scent integration on the shopping experience, which may open the door to new sensory marketing strategies in the future.
Conclusion
Olorama’s collaboration with Harrods’ multi-sensory cinema has proven to be a success story in the application of scent technology in a virtual reality environment for luxury retail. By providing scent-generating equipment that allows viewers to smell specific elements during experiences, Olorama has been instrumental in contributing to innovation and differentiation in the industry. This success opens up new opportunities in the integration of multi-sensory technology in other high-end retail spaces and positions Olorama as a leader in scent technology for immersive experiences in the luxury sector.
