Ever thought which smells draw you in?

Either through one’s travels or simply from hearing about others' cultures you begin to build up a picture of what a country may be like. Therefore, if you were to stop and think about what a country might smell like, I’m sure it would not be that hard to pin point. Take Italy as an example, we all believe it to be the home of great pasta and pizza and for that reason if anyone where to ask us to imagine its smell we would probably say something along the lines of “pomorodi” (tomatoes), “warm bread” and “dashes of olive oil”. However, it could be more difficult to sum up other countries with a scent alone.

In the case of Lithuania that no longer needs to be a worry. Lithuania is pioneering a new type of national symbol to convey the character of the ex-Soviet Baltic state – perfume. The idea behind such ploy is to communicate a unified front to its public in a very innovative way. The perfume "Lithuania" is a blend of sandalwood, cedar and musk with the designer saying the smell of wood fires has been added, reminiscent of pagan rituals. Lithuanian soldiers in Afghanistan have also received it and it is soon to be rolled out in embassies, hotels and airports. However such forms of symbolism are not only left to those looking to unify their country.

Retailers over the years have become increasingly interested in using it as an experiential tool. Habitat, The Furniture Shop, Timberland, The outdoor clothing retailer and Guess have all incorporated scent as a weapon to strengthen their customer’s loyalty and love of the brand. The company behind such move, Mood Media, is confident that its other clients, including many of the High Street clothes shops, gyms, banks, hotels and medical centre will start to use the perfumes, which are pumped out through the air conditioning units.

Yet supermarkets have for a long time directed the ventilation units from their in-store bakeries – pumping out the smell of fresh loaves and pastries – to the entrance in order to entice in customers. But the use of artificial smells is in its infancy. "You have to be careful and subtle, so that most customers don't even notice it, except from on a subconscious level” says the chief executive of Mood Media, Mr. Abony.

However, as consumers we must ask ourselves whether we are ready to detect such ploys and whether we feel there is an injustice in being entrapped in this manner. Check out the video below to get a better look at what some supermarkets are doing.



For more experiential work check out gourmet architects Bompas and Parr, the guys behind theatrical experiences that tickle your tastebuds (or nose in this case).