DES GB2015 Englisch

SHOPPING The newly opened “Aquis Plaza” in Aachen sets the standard in this respect, with a holistic concept featuring designed sound, tailored smells and lighting elements. The multisensory approach is designed to help make the center into a place apart, in which visitors are won over by the excellent atmosphere and the quality of the environment. The use of sound and smell in marketing is common practice these days. Targeted use is being made of scents and designed sound in retail, with Scotch&Soda, Zara Home and Bolia just a few examples of companies taking this approach. The senses are being catered to in other sectors as well: Singapore Airlines, for example, makes use of Asian sounds and in-cabin aromas. Car makers are enhancing the smell of leather in new cars and refining the sound of the engine. As the perception of sound is very subjective, the multisensory approach does not use music in the conventional sense. Special sound- scapes are designed to create a pleasant atmosphere for customers and evoke particular emotions. The aim is to subconsciously convey to customers that the moment they enter the shopping center, a pleas- urable part of their day has begun. The interplay of sound and scent is intended to have a relaxing, agreeable effect that soothes visitors and promotes a joy of shopping. This makes the shopping center into a unique location. In Aachen, the “Aquis Plaza” brand and its identity were con- sciously built on when designing the sound and smell elements. The flowing and energetic soundscape evokes the element of water, allud- ing to the historical significance of Aachen’s Roman spa. The sounds take flowing, rippling form, yet are also full of energy and vitality. This is complemented by corresponding aromas with fruity/floral notes. These installations have been put in place in nearly 20 different areas of the center. The main focus is on areas where visitors gain their first impressions, known as “welcome situations”. Areas includ- ing the lift lobby in the car park and the entrance zones are used in order to attune visitors to the center. A pleasant atmosphere has also been created in the customer toilet area to enhance the quality of the visit. A conscious decision was taken not to use any aromas in the food court, but two different soundscapes are used there, played according to visitor numbers. Lighting design is another key factor in creating the right mood. That is why there is an 18-metre- high lighting sculpture over the food court, whose scale, state- of-the-art OLED technology and changing light scenes make it spectacular. ECE is looking very inten- sively into what the shopping center of the future might be like. In order to continue living up to customer expectations, one must continually reinvent the shop- ping center as a product, adopt new trends and test innovative services and new technologies to create an even more personalised shopping experience. The “Multisense Experi- ence” concept exemplifies this approach. It was developed by ECE Future Labs and is now un- dergoing targeted testing for its customer benefits. There is keen interest in the impact of multisen- sory experiences. Based on the findings in Aachen, discussions are being held with investors as to the form in which the concept can be rolled out to other centers. ECE fosters innovation at its centers and through its “Multisense Experience” project seeks to address visitors using all their senses. high lighting sculpture over the food court, whose scale, state- of-the-art OLED technology and changing light scenes make it Lighting design is another key factor in creating the right mood. That is why there is an 18-metre- high lighting sculpture over the Lighting design is another key factor in creating the right mood. That is why there is an 18-metre- high lighting sculpture over the Lighting design is another key factor in creating the right mood. That is why there is an 18-metre- Lighting design is another key City-Arkaden, Klagenfurt, Austria 27

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