Transport the guest before the conversation starts.

technique — attributed to Jonathan Steffert

Steffert's embassy uses sensory design as part of the diplomatic instrument. The ceiling of the Grand Hall depicts a Waka, a Polynesian canoe, with supporting beams that allude to the voyaging story. The sound system plays native New Zealand bird songs. A barbecue with lamb is positioned in front of sliding doors so the wind carries the aroma through the building. The lawn is mowed the day of the event so guests smell clipped grass on arrival. Guests are transported before they have had a glass of wine or been welcomed by a New Zealand accent. The design generalizes. Sensory environment is doing communication work the host may not have realized. Conscious design of that environment is part of the message.

For embassy teams, brand experience designers, and event hosts whose value depends on producing a specific feeling. The technique requires investment in elements (sound, smell, light) most designers under-spec.

sensory-design, atmosphere, transport, embassy