New Balance running towards a scented success

In Beijing New Balance started to project a total sensory experience with a retro ’50’s and ’60’s look and feel in its first Experience Store.

New Balance running towards a scented success

Sight is pleased with framed archival photographs, vintage New Balance advertisements and brand paraphernalia dating as far back as 1910. Furthermore a scent was designed to complement the overall design. The scent combines natural woody notes, with a touch of leather to be reminiscent of a shoe store’s scent from the mid-20th century.

Indeed research shows that the sense of smell is the only sense directly connected to the brain’ centre for memory and emotions. More than 80% of customer decisions are influenced by what we smell!

Scientific olfactory studies conducted in the United States found that training shoes which had been lightly scented with a barely-perceptible fragrance sold more pairs and for a higher premium than unscented trainers.