Académique Documents
Professionnel Documents
Culture Documents
My thesis will examine the role of artificial smell in the design of retail
environments. The history of scent in Western society reveals strong connections of odor
to magic and religious rite, and later to disease and decay. The odor of the city plays a
major part in the efforts of urban reformers to eliminate the disease-ridden "bad air" of
the city and to bring more fresh air to city dwellers. Throughout the 18th and 19th
centuries, efforts were made to deodorize the city to eliminate these odors. The ideal city
was seen as an odorless place. Although scent is one of the first ways that we connect
with architecture as children, we are quickly taught that it has no part in the visual/spatial
world of architecture. However, in our memories the idea of place is intimately connected
to scent, such as the odor of a spice market or of baking bread. In the past several years,
many companies have installed scent machines in their retail stores that influence
consumer behavior subliminally, convey brand identity through unique scent patterns,
and enhance the experience of products in a space through appropriate artificial scenting.
The reemergence of this multi-sensory architecture in the realm of retail is all the more
appropriate as a part of the feminine space of the retail environment, and signifies the
designed environments.
In ancient times, smell had ties to religious rites of sacrifice, with incense being burned to
cover the scent of slaughtered animals. Malodorous qualities were linked with the occult,
and bad smells were tied to evil emotions and intentions. As early as the time of the
ancient Greeks, bad-smelling air or miasma was tied to disease, and bad smells were
actually thought to be the causes of illness and plague. Doctors would protect themselves
from disease by wearing perfumed sachets under their noses, since before the knowledge
of germs it was thought that smells were the carriers of disease. With the beginning of the
extreme problems with odors in the city. Efforts were made to deodorize the city through
paving streets and whitewashing walls. Ever since that time, dangerously bad odors have
been thought to emanate from the streets of the city, and so the ability to offer escapes
from the unhealthful city air was a selling point of indoor retail spaces.
tradition, scent has always played a part in architecture. The temples of Babylon had
perfumed oils in the mortar, so that they always smelled sweet. The materials of building
emit their own particular odors, or absorb odors, affecting the sensory qualities of the
spaces within. Scent has been tied to the identity of place in memory. The olfactory
qualities of particular places in the city, such as a street of cafes, florists, or the street
In recent years, scent has come to take a prominent role in retail design. Its status
consumers on a deep instinctual level. Scent has come to take a place as an element of the
ambient design of a store, much as the choice of color for the walls. Companies infuse the
air of their stores with scents designed to subliminally influence consumer mood and
behavior, to reinforce the brand identity of the store, or to trigger certain connotations and
memories during the store experience. Studies have shown that scenting malls with
lavender or citrus induces shoppers to spend more money without their even being aware
of it. Similar tactics are at play in casino environments and restaurants. Companies hire
scent-marketing firms to create unique corporate identity smells, and then pump them
throughout their stores with scent machines. Other businesses use scent machines to
enhance the fantasy of the shopping experience with an added layer of artificially created
stimuli. Some toy and infant clothing stores scent their air with subtle baby-powder
Times Square blasts shoppers with a faux chocolate scent to enrich the chocolate paradise
of their space. Some appliance stores use apple-pie scent machines to encourage
customers to dream of the wonderful things they could make with a deluxe new oven.
Kroger supermarkets enhance their bakery sections with fresh-baked cookie smells, and
their floral sections with flower smells, both from scent machines, creating an artificial
sterile, ideal forms of masculine architecture, with its emphasis on geometry and the
visual over the experience of the other senses. From the time of Alberti, with his treatises
form over materiality and tactile qualities. A building was conceived as an erected
geometrical form that viewed from a distance. Sensual architecture is connected to the
feminine interiors of domestic life. Subtle perfumes, tactile richness, and interiority are
all parts of this fragile architecture. The increased emphasis on smells in the retail world
reflects a shift from the visually oriented masculine architecture of the rationalistic
tradition to the multi-sensory architecture of the feminine realm. The world of shopping
is particularly suited to this feminine architecture, since in the modern tradition it has
always been a female realm. The connection of scent to a woman's perfume is strong in
the examples of clothing and cosmetics stores, which use ambient fragrance to entice and
to seduce. The connection to the woman's traditional domain of the kitchen and the hearth
is reflected in the supermarkets, food stores, and appliance stores' use of scent machines
It seems that this emerging use of artificial ambient scents in retail environments
brings us full circle from the time of the ancients. In earlier times, scent was used to
define place, to give an aura of magic, and to create a sensual pleasure in architecture.
offered an odorless, air-conditioned escape from the stench of city streets. With the scent-
machines of modern retail design, the sensuality of olfactory pleasure is again allowed to
the past, the scent architecture of today is a simulation. Though the stores are as sterilized
and deodorized as ever, they are artificially re-odorized with the intentional marketing
strategies of subliminal scents, brand identity scents, and mood-setting scents. Much as
we painstakingly scrub away the natural odors of our bodies, only to re-odorize ourselves
with scented shampoos and perfumes, retailers create an artificial sensuality to entice
their consumers, creating a realm of perfect fantasy in the controlled retail environment.
Bibliography
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Books I'm Tracking Down In Various Libraries
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