For the U.S. debut of its Muse and Island Sun scents, the Middle Eastern fragrance house Khadlaj recently took over the Arte Museum in Las Vegas, inviting guests on a multisensory journey of the environments that inspired the products.
Inside, the two fragrances were split into their own worlds. The Muse product unfolded as a floral environment with live flowers and a real piano and holographic butterflies drifting among projected roses that enveloped the space.
The Island Sun product shifted the mood to a tropical escape, transporting attendees to a beach by a hidden lake, with lanterns, sounds, and actual fragrance blending the physical and the digital worlds. Content creators flocked to the oasis backgrounds, with spritzes of perfume adding action and delight to the scene.
Immersive media museums present opportunities and challenges for experiential marketers to balance IRL with the digital. Here are three tactics that worked well in this case.
Create a transition moment.
The experience began with brand ambassadors serving scented towels before attendees walked through a golden passage into a mirrored infinity room anchored by product displays. This all set the tone for the eager content creators in attendance who instinctively and immediately pulled out their devices.
Play with scale.
Across the event, the production team incorporated more than 1,000 physical candles and 2,500 flowers in the various rooms, adding dimension and balancing all the A/V features throughout.
Don’t forget the finale.
The final destination became what felt like a golden palace overlooking the Dubai skyline at night, with oversized Khadlaj fragrance bottles seamlessly incorporated into the architecture on the visuals. An oversized bottle installation then extended the idea into the physical environment, giving guests another striking interaction and content moment.
But the hospitality carried its own storytelling weight. Guests could enjoy six custom mocktails and halal bites, while live bottle engraving, roaming content creators and curated swag bags extended the moment past the room. Agency: Top Brand Worldwide.
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