Sensory case studies - Smell
The scent of connection
Smell is the most overlooked sense at events. Yet it’s the one that sparks instant memories and emotions.
A single aroma can cut through the noise of a busy exhibition hall, drawing visitors in before they’ve even seen your stand.
From the pull of fresh coffee to the nostalgia of candy floss, irresistible scents transform spaces into destinations.
These case studies show how some of our clients have used smell to create atmosphere, start conversations and leave lasting impressions. Read on to learn how we helped these brands turn fragrance into a powerful engagement tool.
ROBUS: bar & coffee station
ROBUS, a global leader in LED lighting solutions, turned to us once again to deliver a standout presence at Light + Building, the world’s leading trade fair for lighting and building services technology. The brief was to showcase both the ROBUS brand and its sister company, Fusebox, while underlining its commitment to sustainability.
The bespoke stand featured striking product displays, a colour-changing light tunnel, and a welcoming hospitality area complete with integrated bar, coffee station and kitchen facilities. The stand’s vibrant design and the aroma of the refreshments drew visitors in to connect over drinks and nibbles.
“We were thrilled with how effortlessly the stand came together. It captivated visitors and left a lasting impact on all who experienced it.”
Tiffany Byrne, Head of Marketing
Ventur Partners: VIP champagne bar
Ventur Partners, a luxury corporate travel and logistics specialist, chose the Event Production Show at London’s ExCeL to unveil its new branding and connect with industry leaders. To reflect the premium experiences it delivers, we designed a high-end modular stand centred on a VIP-style champagne bar and lounge. Guests were drawn in with glasses of champagne and canapés in an elegant setting of marble-effect walls, bespoke furniture and integrated LED screens. We used a scent machine to entice visitors to the stand by diffusing the ambient fragrance you’d normally find in the lobby of a high-end hotel chain. Together, these elements created a relaxed, memorable atmosphere that encouraged meaningful conversations and perfectly embodied Ventur’s brand values.
“Our goal was to create a big impact with our new brand, showcasing a slice of what it’s like to be a Ventur customer, complete with a lounge area and champagne bar.”
Hayley Collingswood, Group Head of Marketing
Wavin: Bespoke popcorn stand
Wavin UK, the country’s leading manufacturer of plastic drainage systems, wanted an interactive stand at InstallerSHOW to showcase its latest innovations and connect with thousands of industry professionals.
At the NEC, we created an open, modular space featuring product displays, a darts challenge, and – most memorably – a bespoke popcorn cart. The irresistible aroma drifted across the hall, drawing visitors in and sparking queues that lasted all day.
The popcorn became a talking point of the show, keeping attendees on the stand longer and giving Wavin’s team valuable time for product demonstrations.
“You could smell the popcorn from the other side of the hall. We had installers queueing up all day, which gave our team some brilliant opportunities to chat about our products.”
Karen Stables, Head of Marketing Communications
TALIS Group: Café-style hospitality area
TALIS Group, a global leader in water flow control solutions, wanted a commanding presence at IFAT, the world’s leading trade fair for water and environmental technologies. We designed a bespoke peninsula stand that combined striking visuals with welcoming hospitality.
At its heart was a café-style networking zone, complete with catering facilities serving beer, coffee and nibbles sourced from local suppliers. The enticing aromas of fresh German pastries and morning coffee wafted across the exhibition hall, creating a relaxed environment and encouraging visitors to pause, connect and enjoy informal conversations alongside product demonstrations and video content on a vast LED wall.
The catering element proved central to the stand’s success, creating a warm, memorable experience.
“The stand was just what we were looking for and was certainly prominent against the less innovative and more traditional stands at the show.”
Mark Hodgens, Chief Executive Officer
LED Group: Guinness bar
The distinctive aroma of a fresh pint of Guinness helped the LED Group make a memorable impact at CEF Live, the UK’s premier trade show for electrical contractors.
With a vast 17m x 11m bespoke exhibition stand, the company wanted a space that showcased its innovation while encouraging networking.
At the heart of the design was a striking LED tunnel leading to a central Guinness bar and lounge area, where visitors gathered for presentations, Q&As and informal conversations.
The bar became a natural hub, sparking connections and reinforcing LED Group’s reputation as a trusted industry partner.
“Our stand captured the essence of our offering. I would not hesitate to recommend Exhibit Interactive for high-impact, brand-focused exhibition work.”
Deirdre Howard, Group Marketing Director