The Power of Smell in Shaping Our Memories
Smell is often considered the most underrated of our senses, yet it has the power to evoke strong memories and emotions. Just like the smell of freshly baked cookies can transport us back to our childhood, a specific scent can create a lasting impression of a place. High-end resorts and hotels have long recognized the importance of signature scents in creating a memorable experience for their guests. Now, Hines, a real estate giant, is bringing this concept to the world of office and residential living.
Creating a Signature Scent
Hines developed its own signature scent, which is a unique blend of European primrose, Asian sambac jasmine, and Frangipani, balanced by natural elements such as marine salt, Texas sea grass, and Brazilian cotton. The scent also features notes of Indian sandalwood, Italian pine, and upcycled driftwood. The creation of this scent was a meticulous process that took nearly a year, involving the collaboration of Hines’ team with experts from ScentAir and Belle Aire, companies that have worked with luxury hotels and spas to create their signature scents.
The Science Behind Signature Scenting
The concept of signature scenting is based on the idea that our sense of smell is closely linked to our memory and emotions. Whitney Burns, Hines’ senior vice president of Global Client Strategy, notes that "olfactory senses are our strongest memory makers." This is why a specific scent can instantly transport us back to a particular time and place. By creating a signature scent, Hines aims to create a sense of arrival and make its buildings more welcoming and memorable.
Transforming the Office Experience
Hines is not just stopping at signature scenting. The company is on a mission to transform the office experience by incorporating elements of hospitality and retail into its buildings. From offering free fitness classes and manicure services to providing grab-and-go dinner options, Hines is trying to make the office a more enjoyable and convenient place to be. By doing so, the company hopes to offset the time, inconvenience, and expense of commuting, which is often cited as the number one complaint against returning to the office.
Signature Scenting Spreads
Hines is deploying its signature scent in over 20 buildings across the globe, including its new $1 billion European headquarters in London’s Grainhouse development. The scent is pumped into the common areas of the buildings through the HVAC system, creating a consistent experience and sense of arrival for occupants. Some office tenants have even requested the scent to be installed on their floors, demonstrating the power of signature scenting in creating a positive and welcoming environment.
Conclusion
The concept of signature scenting is a game-changer in the world of real estate. By harnessing the power of smell, Hines is creating a unique and memorable experience for its occupants. While it may not directly impact productivity, signature scenting has the potential to make the office a happier and more welcoming place. As Whitney Burns notes, "it’s really just trying to think outside the box and continuously innovate, and reframe how we experience spaces." By doing so, Hines is setting a new standard for the office experience and proving that even the most underrated sense can have a profound impact on our lives.
