Scent Marketing Blog

New Balance to has created a total sensory experience with a retro ’50’s and ’60’s look and feel in its World’s first New Balance Experience Store in Beijing’s historic Qianmen Avenue.


Showcasing the company’s century-long heritage over two floors amidst framed archival photographs, vintage New Balance advertisements and brand paraphernalia dating as far back as 1910. The Chronological journey documenting the brand’s rich past, present and future.


The multi sensory experience includes audio, visual and olfactory experiences throughout the store including the unique smell of natural woody notes, with a touch of leather, reminiscent of a shoe store’s scent from the mid-20th century.


Scientific studies found the sense of smell is the only sense directly connected to the brain’ centre for memory and emotions. More than 80% of customer decisions are influenced by what we smell! Scientific olfactory studies conducted in the United States found that training shoes which had been lightly scented with a barely-perceptible fragrance sold more pairs and for a higher premium than unscented trainers.