Key points
A direct route
Smell signals travel from the olfactory bulb to brain regions involved in emotion and memory, including the amygdala and hippocampus.
Felt before judged
People often feel a response to a scent before they consciously notice it.
Remembered for years
Scent-linked memories can be vivid and long-lasting, which is why buildings with a signature scent are remembered.
Why scent shapes how people feel about a building
Of all the senses, smell has the most direct connection to the brain’s emotional and memory systems. Signals from the nose reach the olfactory bulb and pass to areas such as the amygdala and hippocampus, which are closely involved in emotion and memory, with fewer relay steps than sight or hearing.
That is why a scent can change mood instantly and bring back a memory in a single breath. In a building, it means the scent is part of the experience from the first second, shaping how visitors feel before they have formed a conscious opinion.
First impressions and the halo effect
A positive first impression tends to colour later judgements, a pattern psychologists call the halo effect. An arrival that feels calm and considered makes people more inclined to judge what follows in the same light. How scent signals quality and value.
What this means for a building
The emotional power of scent cuts both ways. Applied through lobby scenting.
A considered scent creates a positive first impression
A clashing or cheap scent creates a negative one
A signature scent makes the building memorable
Consistency turns the scent into part of the building’s identity
How we use this in a building
Emotion and memory guide every signature scent brief.
Define the feeling
We agree how the building should make people feel on arrival.
Create the scent
DROM’s perfumers compose a scent that evokes that feeling.
Keep it consistent
A consistent scent, used everywhere, builds memory and identity over time.
Frequently asked questions
1. Why is smell linked to memory?
The olfactory system connects closely with brain areas involved in emotion and memory, so scents often trigger strong recollections.
2. Do people notice scent consciously?
Not always. Scent often influences mood and impressions before people notice it.
3. Can scent make a building more memorable?
Consistent, distinctive scent helps people remember a place. That is why many landmark hotels use a signature scent.
4. Can scent create negative impressions?
Yes. A scent associated with cleaning, washrooms or cheap spaces can lower how a building is judged.
5. Does everyone react to scent the same way?
No. Culture and experience shape associations, which is why we consider the audience in every brief.
6. Where can I read the research?
Our scent and value guide summarises published studies on scent and how people evaluate spaces.
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Give visitors a memory of your building
A signature scent makes your building recognisable from the first breath.