January 10, 2013

Nissan goes multisensory

Posted by: in Things To Watch

One of our 10 Trends for 2013 is Sensory Explosion, the idea that in a digital world, where more of life is virtual and online, people will place a premium on sensory stimulation and marketers will look for more ways to engage the senses. We’ll see Nissan going multisensory at the North American International Auto Show in Detroit next week, with the brand noting that its exhibit is “designed to interact not only with the senses of sight and sound, but also touch and smell.” Following the lead of hotels and retailers, Nissan says, the space will feature “its own special scents and sounds, carefully choreographed to create a complete experience for visitors.” The fragrance will be “a bit Oriental,” as described in a video clip, and may eventually be featured in dealerships; the music will change based on time of day. —Marian Berelowitz

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