Scent
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Why scent is a master storyteller
Instantly reminding us of people and places, our sense of smell is the most evocative of the senses and the one most closely linked to memory. Here Florentina Anghel, managing director of leading scent marketing and experience company, AromaPrime speaks to Park World editor Becci Knowles about the role of scent in creating a fully immersive experience for guests to theme parks and other attractions.
Gilbert’s Maze at Caerphilly Castle - Crown Copyright Cadw
a request for ‘historical odours’ from John Sunderland, the designer of Yorkshire's Jorvik Viking Centre in the 1980’s saw the company using its skills to create a very different and not always so nice, scent experience. The managing director at that time gave John and his team
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‘Viking Forest’, ‘Wood Smoke’, ‘Rubbish Acrid’ and ‘Flatulence’, smells which could be used to create a range of atmospheres evocative of the time - flatulence and rubbish for the old streets, wood smoke and iron smelting for the production of tools, fish and apples for the food market. "No museum visitor had ever experienced anything like it!” says Florentina. And the rest, as they say, is history. AromaPrime is now busy producing scents for the global attractions industry, but the Jorvik Viking Centre, which remains a client to this day will always have a special place in its heart, for it is where it all began. AromaPrime has since worked with Merlin Entertainments, Chester Zoo, Alton Towers Resort, S.S Great Britain Trust, Heide Park Soltau in Germany, Youghal Clock Gate Tower in Ireland, Stiftelsen Måløyraid Senteret in Norway, Historium Brugge in Belgium, Burnie Regional Museum in Australia, Puke Ariki Museum in New Zealand and creative companies internationally.
The science behind the art It’s understood that the limbic system makes up the parts of the brain that play a central role in controlling our memories, behaviours, and emotions. Consequently, it also controls how we interpret and respond to smells. "We’ve had one case where an attraction had been shut down for a decade, yet the one thing every visitor still
JANUARY 2019
riginally called Dale Air and manufacturing air fresheners, the company rebranded as AromaPrime in February 2018. ‘Nice smells only’ were the order of the day, until
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