When Scent Meets Space: How Perfume Installation Art Disrupts Traditional Marketing
DOI:
https://doi.org/10.63313/EBM.9069Keywords:
Perfume marketing, installation art, sensory marketing, experiential marketing, brand communication, spatial designAbstract
In the era of the experience economy, traditional perfume marketing strategies are facing significant limitations. This article focuses on the intersection of perfume and installation art, exploring how immersive spatial experiences can reconstruct consumer sensory memory and brand perception. Based on sensory marketing theory and the experiential marketing model proposed by Pine and Gilmore, and supported by case studies from brands like Dior and Maison Margiela, the article analyzes how scent can be translated into a perceptible and shareable brand language within a space. With an analysis of social media data and consumer response surveys from installation-based marketing events, the article argues that “scented spaces” significantly enhance emotional resonance, user engagement, and brand differentiation. This provides key insights for future sensory-driven brand strategies.
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