Scent Marketing Blog

Miele’s Inspirience Centre in Vianen, The Netherlands is the first its kind to integrate a range of media channels to create a multisensory environment for visitors.


“We wanted the visitor to have a 360-degree experience. Digital signage is not only about sound and vision, but is enhanced by adding other human sense triggers. Their recollection of their experience and of Miele will be individual to them and as long as the experience was meaningful, helpful, timely and relevant. I’m convinced that this will build brand loyalty and that over time, that recollection and loyalty will be evidenced through referrals and purchases,” said Luc Heijnen, Concept Design, Multisensory Experience at Troades.


Miele chose House of Media Experience and Troades, two leading cross-media and multisensory experience design agencies, to assist in the concept design, implementation and management of this center. Scala was chosen as the core operating platform to manage and control the digital network as well as sound, vision, light scenes and scent throughout the center.


Like the smell of fresh linen? If you said yes to that question when you signed up and you walked through the laundry zone, the system will know and it will dispense that aroma. If you’re allergic or you don’t like the smell, the system will replace it with something relevant that you do like.