The absence of a malodor does not mean that IAQ cannot be improved. The introduction of a scent ambience into an interior space enhances IAQ. 2. Odor remediation remedy Stinky situations abound. A casino or smoking floor of a hotel, for example, may feature a strong tobacco smell due to the lack of air circulation in the hallways and main meeting areas. Or, the top floor of a facility may feature a moldy smell from the humidity caused by the doors to the rooftop. A hotel that accepts pets may feature musky animal smells long after the animal has departed. 3. Building sensory brand consumer connection Sensory branding stimulates a consum-ers’ relationship with a brand and cultivates an emotional connection that optimizes brand loyalty. In 2006, Omni Hotels & Resorts was a pioneer in offering sensory branding as part of their public space amenities with the use of a green tea and lemongrass-infused scent in their lobbies and cappuc-cino and mochaccino-infused scenting in their Morsels coffee cafés. Today, the hotel has optimal brand scent-ing in their lobbies, elevator banks, guest corridors and conference rooms. Each Omni property worked to determine their unique scent profile and how each hotel could optimize scent branding. Some of the Omni properties also employ a seasonal scent branding program, which provides new scents each season — with even a special holiday scent in December. Members of Omni Hotels’ Select Guest loyalty program have access to individual scent branding units. A guest who desires a “fresh cotton” scent or spa-infused “green grass,” for example, can receive on-demand scent branding. 4. Optimizing life through aromather-apy There is a growing body of evidence that the essential oils used in aromatherapy — which is the use of scent and the essential oils of flowers, herbs and trees to promote health and well-being — can promote relax-ation, reduce stress, improve alertness and mood and energize the body. The introduction of aromatherapy scent branding can improve the quality of life in health care settings, spas, hotels and offices. I look at the incorporation of scent from a design perspective, not merely as an odor remediation issue. By analyzing the market we are reaching at the senior living residence, oceanfront hotel or smoke-filled casino, we come up with a scent brand profile that energizes and empowers each environment. Adding a tailored scent to a facility cre-ates a deeper connection with the con-sumer. A hotel near the ocean, for example, might feature a beach-inspired scent with notes of coconut and lime; an upscale senior liv-ing residence may incorporate lavender or other aromatherapy-infused scents that promote relaxation and harmony. CM Product Information no. 252 on page 24 www.cmmonline.com 21
CMM – Archives Mar 2012: 21
