Event strategists plan layered sensory experiences to draw attendees in, maintain interest and leave a lasting impression.
- Melt-in-your-mouth candy at a sales kick-off reception.
- An aroma of popcorn wafting from the conference's networking suite.
- Program music or cinematic video synced to shift attendees’ moods.
Sensational experiential events move people on multiple levels. When you connect attendees with your brand intellectually, emotionally and physically, you’re not just creating a moment—you’re embedding a memory.
Brands that appeal across senses are attuned to cognitive science. Half of the human brain is dedicated to processing sensory input. Research shows that multisensory experiences are more likely to be remembered because they activate more neural pathways.
Selective sensory activations at corporate events
In our increasingly digital world, creating immersive, multisensory brand experiences has never been more important. It’s not just about aesthetics. It’s about emotional resonance. Brands that incorporate sensory elements stand out in a crowded marketplace. ITA Group's Creative Strategist Maggie Heaps Lauffer shared more about turning sensory details into measurable business results in her latest interview with DesignRush.
Consider these questions as part of creative event design:
- How might the senses work to tell a cohesive story?
- Could the space evolve throughout the day, offering attendees a dynamic experience?
We took a holistic approach to turn an exhibition space at a tech conference into an appealing environment.
In the morning, the lounge served as a tranquil retreat. Curated vinyl music created a nostalgic soundscape, while specialty coffee offered a comforting taste experience. A retro AI photo station added a playful visual element. The centerpiece was the calming Muir Woods Zen Lounge, which featured custom forest-inspired scents, massage chairs and branded slippers.
As the day progressed, the space transformed into the Startup Nest, a hub for networking and conversation. Later, it became the high-energy Adversary Underground, where lighting and sound design were used to evoke excitement and reinforce our client’s bold cybersecurity stance. This intentional use of sensory elements helped attendees connect with the brand on a deeper level. In fact, one industry review described the lounge as a “happening multi-purpose branded space that amplified connections and offered exclusive value.”
Related: Take a behind-the-scenes look at scenic event production.
Syncing event strategy with sensory experiences
Triggering the right sensory experience at the right time gives people cues to think, feel and act according to event objectives. Multisensory activations aligned to attendee journey mapping infuse touchpoints with extra opportunities to absorb information.
Design pathways for attendees to accomplish their goals in a way that supports business priorities. For instance, many organizations want to incorporate sustainability and support local vendors as part of corporate social responsibility initiatives. Creating a pop-up gifting marketplace encourages people to pick up and touch items by area artisans. For one incentive trip to Greece, we partnered with a pistachio purveyor from a nearby island to offer an array of tasty products.
As part of an incentive travel cocktail reception, our team set up Turkish coffee stations for a fortune-telling experience. In local tradition, “readers” reveal insights after interpreting the patterns of grounds left in a cup. It’s an unexpected conversation starter, and the concept is trending among a younger generation.
Related: Read how to incorporate ‘think, feel, do” journey mapping into event design.
Ideas to incorporate senses into your next event
Be selective. Choose one or two nonvisual senses to focus on and build from there. Maybe it’s soundscaping an entry moment or serving a familiar food in a surprising format. The key is to intentionally align with your brand’s story—without overwhelming attendees.
Scent
Just like the singular smell of gingerbread evokes warm memories of baking with your grandmother, strategically used scents factor into brand recall. Enhance your evening function by leaning into local florals or regional spices. Gift your guests with a candle or room spray that sends them back with the first whiff.
Note: Scent is incredibly powerful—and deeply personal. A scent that evokes nostalgia for one person might be overwhelming or even unpleasant for another.
Color palette
In the same way that certain scents subconsciously support memory, brand colors reinforce a relationship. Color can be a “red thread” uniting pre-event communications, on-site experiences and post-event follow-up. Planning an incentive trip to Marrakesh? Highlighting the city’s famous Majorelle Blue hue is a must.
Color choices influence whether an event feels energetic and exciting, or soothing and relaxing. Pay attention to the season’s featured Pantone palette (the global authority on color) to incorporate timely trends into an event refresh.
Event AV
Audio and visual effects like ambient sound and lighting transform a space. Wearables that light up according to musical cues make an arena event feel intimate.
Look for opportunities to showcase cinematic video, shot and soundtracked to meet the moment. Slowing down the pace with storytelling content connects the audience to the core message on a more heartfelt and human level.
Flavor profiles
Food and beverage flavors serve a critical role in the event experience. Approach menu-planning accordingly.
A fresh take on mixology blends the farm-to-table trend into your cocktail menus with local herbs. Offering signature nonalcoholic options reduces any social stigma associated with spirit-free choices. Instead of a traditional champagne toast, champagne-flavored cotton candy served on light-up sticks encouraged a celebratory atmosphere.
Where you place food and how it’s packaged can also support guests’ experiences. Don't let attendees rush into an early morning session with stomachs grumbling. Grab-and-go stations positioned right outside the door give people a chance to snag a simple breakfast on their way in. Similarly, placing a popcorn bar in a networking suite can lure attendees into a room designed to spark conversations. Novel displays (think: drinks served from “bike-tenders,” floating cocktail bars and dim sum-style rolling carts) also encourage interaction.
Related: Considering sensory needs is part of designing accessible experiential events.
Find the right formula with event analytics
In an age where attention is fleeting, sensory design becomes a strategic advantage. Event managers should seek to determine what multisensory, personalized experiences best connect with attendees.
Use event analytics to understand their tastes and preferences, and adjust in real-time. Setting aside quiet, “sensory-friendly” spaces supports neurodivergent attendees and others who seek out breaks from a stimulating environment.
Read how our event strategists imagine immersive experiences.