In this episode of the Beyond Interior Design Podcast we explore the fascinating world of multi-sensory design with Scott James King. How can it elevate your interior design projects? Discover how colors, sounds, smells, and even weight impacts our perceptions and emotions. Join us on this sensational journey and unlock the full power of your interior designs!
Ps. Don't forget to watch our next episode and unravel the mysteries of interior design. We'll be exploring the intersection of science, art and emotion to transform spaces and elevate our daily lives. Don't miss out!
Go to: beyondinteriordesign.CLUB
In this episode of the Beyond Interior Design Podcast we explore the fascinating world of multi-sensory design with Scott James King. How can it elevate your interior design projects? Discover how colors, sounds, smells, and even weight impacts our perceptions and emotions. Join us on this sensational journey and unlock the full power of your interior designs!
Ps. Don't forget to watch our next episode and unravel the mysteries of interior design. We'll be exploring the intersection of science, art and emotion to transform spaces and elevate our daily lives. Don't miss out!
Go to: beyondinteriordesign.CLUB
"When we're talking about you know we all have you know that there's the five main senses but there are these other senses which we need to latch into as well which is kind of weight of things temperature humidity whatever it might be conspiring with with all the other senses to to shape our navigation of the world which surrounds us and if we're designing those spaces and the world around us we need to be aware of that surely"
Hi there welcome at another episode of Beyond interior design I'm Marc Müskens co-founder of The Institute of Interior Impact and together with Sven van Buuren we're here to raise the value of the Interior Design industry our industry because if you are an interior designer you know how much impact you can create with your designs right we do have the power to shape this world and in our opinion who has the power has the responsibility so therefore we need to keep exploring the quite undiscovered worlds that do have a strong connection with the entire design world or could be part of our entire design scenery to create even more impact so today in episodes 25 already we're going to have an exciting talk with a century branding specialist with over 20 years of experience in multi-sensory design he's passionate about bringing the physical and Virtual Worlds through a science-based sensory approach uh what that means we're going to find out soon as a director of full Phantom and the founder of made a sense he's leading a team of expert in developing strategies assets and experiences or some of the world's biggest and most Innovative brands for example Heineken Austin Martin uh Unilever PepsiCo self richest and probably I forget to mentioned a few more his mission is to help Brands and businesses to connect with their customers on a deeper and more emotional level a level and you know I like that he loves sharing his knowledge and expertise through speaker engagements and podcasts he's featured in venues such as design Museum School of life that X well as you know we are LinkedIn lapis that this guy also have a worldwide social media Network including over 2 million views on Tick Tock I didn't know that I found it out this week with preparing in my introduction cool and today is here to showcase the power and potential of multi-sensory design with us here is live from England London Scott King James hi there hi how you doing Mom yes great I'm excited you yeah definitely well up for this yeah well wonderful um do you know how we got in touch in the first place I think we were introduced by a mutual friend uh probably Victoria Taylor yeah yeah um what was some time ago I know we've struggled to try and find a convenient time to do this but I'm glad that we finally managed to to do it maybe what six months later uh yeah probably yeah so yeah wonderful did you are here yeah uh for the people who know the podcast already Victoria Taylor guess of another episode so you watch one of the previous guests and other experts to uh yeah she knows how to deliver extraordinary experiences yeah for example in Hospitality World um yeah go to uh the Beyonce terrorism podcast and you will find out again uh because wonderful podcast too and she told me yeah you need to you need to speak with Scott you can add a great new quite undiscovered layer to the world of interior design and definitely beyond the tarot design so uh yeah I want to know all about it so tell me what is it exactly multi-sensory design okay so I mean it sounds like it's kind of new and fascinating and what and what have you but really I mean our my time my take on it and the ultimate kind of goal of what we're doing is the multi-sensory design um is based on the fact that I you mark everybody tuning in here uses all of our sensors all of the time right uh we're inherently multi-sensory beings and therefore if we are designing spaces Interiors um experiences um products we should be considering how what we are um designing through all of the senses in order to meet you know our human needs to have our senses stimulated um so what we really do is uh a kind of Creative Design practice but our unique point of difference is that we're not doing any of this kind of arbitrarily on or on a creative whim we're founding everything founding everything that we do on scientific research so peer-reviewed scientific research which looks into how we operate as multi-sensory beings and how we can start to understand that we all have and this is the kind of key Point um Universal linkages between our senses um which is very very different to some of some some people refer to synesthesia which is a neurological condition right which creates like a hard wiring between the senses in the brain um and people can have all sorts of uh interesting kind of cross-sensory experiences you can have sound to taste synesthesia so you will hear certain words or certain music and you'll have actual real perceptions of taste when you hear those words so you connect you connect multiple sensors to each other in your head kind of an NLP brain wires connection so but the difference is that synesthesia is kind of idiosyncratic in that if you've got a room full of people that all had the condition where they had a cross-wiring of uh sound to taste in the room and you played a particular piece of music or a note on a piano or set a particular word they would all have a reaction and taste something but it would be completely different for everyone okay yeah so so you can't really design based on synesthetic Insight because it's not going to be what I experience is what is different to what you experience but there is what we're involved in is this emerging World um in cognitive Neuroscience of cross-century or cross-modal um uh understanding which is demonstrating that we all have me you everyone wherever they are in the world hot linkages between our senses um that are consistent so this then becomes really interesting if you're thinking about designing of a space if we know that there is a relationship between a certain color which can unlock uh and bring to the for a certain feeling a certain emotion even uh encourage a certain Behavior like a concentration or collaboration um then to be able to use those Insight or that particular Insight in the work which we're doing is really really valuable so to come back to my point about where are we going kind of on this journey with with multi-sensory sort of approach and design it's that really it should just become best practice if we really want to design with all of the senses in mind in a way that is proven and to work for everyone to stimulate the right feelings uh trigger the right moods and emotions encourage the right behaviors and even effect in a kind of health care or workplace or educational setting the right kind of physiological responses whether I'm you know enlivened and upbeat and want to get on and be active or whether I want to relax feel comfortable and communicate more we can flip all of these things by taking this approach ah wonderful yeah it is it is something maybe it has to do with those times or something but we we are all yearning for something more right it's not it's it's like it's not good enough anymore we want deeper layers more experiences it's something that can awaken all our senses it's it's to yeah like to bring back the magic again or something 100 100 I mean there's no there's no sort of um coincidence that a lot of the happy memories which we have and those kind of things which we go to happened in our childhood when we didn't have these kind of worries and kind of day-to-day mundanity of of potentially life it's and it's about really kind of connecting with that again you know as we become as we mature from the point of birth as we develop our senses start to get old they start to become less effective so what we can do is compensate for sort of duller sensory um uh uh being a duller sensory being um by adding more into the intensity of that stimulus so that we start to unlock these magical childhood experiences which we so richly remember um and then kind of an example of that in the work which we've done in the past so we do a lot of work in food and drink environments and experiences and and helping restaurants and chefs develop dishes and but the environments that they're in and all the props and um Furniture that's within there as well um but also experiences and design that affects the quality of the taste experience as well because frankly that's kind of you know the majority of where you go to a restaurant is a taste experience yeah so we work with a Heston Blumenthal as a chef in the UK um when he was sort of divine devising and designing the fat duck experience now the fat duck for those that don't know used to be the number one restaurant in the world three Michelin star restaurant um I think it's number seven now so I never go anymore you know no it's a fantastic place and we work with him across the kind of customer experience even from you know when you go to the website to book what is that experience and kind of playing around with people's sort of behaviors and emotions and feelings as they're going throughout this um and when you're greeted at the restaurant what happens and there's a huge kind of shroud of mystery around what what what occurs so people are a little bit kind of on edge they're not quite sure what they were going to expect but they're excited about that um but then it's about sort of zoning in on how you can bring to the force certain qualities of the of the meal which you're having or the dish which you're experiencing so the signature dish which we helped with it's called the sound of the sea which you may have heard of it's this kind of signature dish which everyone talks about in the in the Press now um and it's a seafood dish brought to the table it's kind of uh edible sand tapioca there's seafoam on the on the top um there's sashimi and and and seaweed on there as well and it comes with a conch shell and The Conch Shell has an iPod in it and Pete diners put the earbuds in and they listened to a three-dimensional soundscape of being by the Sea wow now okay that's nice but what's it actually doing what's the yeah why why yeah why they're always a question why well what we found when we took this into the lab at Oxford University with our partners over there to kind of research what's going on from a sensorial point of view is that that sound so it's a it's a first person soundscaper being by the Sea so there's kind of Seagulls over here there's the waves in the in the distance in front of you you can hear kind of chatter and laughter of children around you that are playing on the age and for most people what it does is transport them to a memory okay so a place in a space in time and what comes back first is the feeling associated with that so most people majority of people say well you know when I listen to that it brings back memories of usually childhood going to the seaside with the family um you know I feel warm fuzzy kind of Carefree feeling or whatever comes back and then what happens is that sound once it's unlocked the memory unlocks all of the other sensorial aspects of that memory which you have so in the lab people say that it's almost like I can really actually smell the saltiness of the fresh air of that memory it's almost like I can feel the sand and the shingle between my toes and all of these things together then transpire to directly influence your experience of what you're eating so when in people have the dish and they listen to the sound versus when they're just not listening to the soundscape they report it as significantly fresh beneficia better quality and they would pay more for it than when you haven't got the sound present so it's just an example of how we can sort of use those Rich memories sensorial memories and use other sensory stimulus whether it's a sound or an aroma or a texture or a material or a certain color and piece of artwork to trigger these memories and connect us back with these rich feelings which we've had from from developing and growing up yeah it's good to hear that because it's it's kind of insight because most of internal designers we are we are we need to deal with our designs that people have some we our philosophies form followers meaning but the meaning includes all those memories this Nostalgia of associations of people most of that those are the spirals as the entire design and maybe you come up with a cool new design or a new shape or whatever you're trying to to show them what they can do for them but when they do have memory so Associates about it and the childhood and they are negative no way they're going to choose that design version it's impossible it's so absolutely yeah the discussion or you don't they will tell you I don't like it it doesn't feel good and they say I don't know yeah and that's to know why is that because I think it has to do with this emotional always emotions that are involved that maybe the mother-in-law is the same Curtis that's an easy one playing with a friend in your childhood and they they had the interior design you didn't like the mom or the dad so you don't want this family home feeling inside you out from this from the smell when you told me about the smell I had a recognition uh a few months ago I came at a prospect and they showed me the laundry room and immediately I was on the stairs of my grandma who's not here anymore go into the attic where all the toys are behind the kind of small curtains in the roof and we're so excited and the laundry was hanging there in the in the in the in the opening of the stairs to when you go to the edit and that smell it well it's well if you talk about Goosebumps I don't know if the camera is that close but I do have that I was literally there I was seven six years old or so yeah and I was in the in the home of somebody else completes friendship but it brought back that memory it was so cool yeah it's really cool um and and the power that sort of demonstrates the power of these to stimulate you know kind of feeling uh you know in um a Georgia Goosebumps whatever um something really visceral and Powerful or what have you um you know kind of couple of points on that and first off it's no I love looking at language when it comes to this whole kind of area because we've we've developed in a way of using language which in itself is multi-sensory we talk about colors um being loud for example and we all know what allow color is it's like in your face right but with be using a sound descriptor to refer to a color Yeah well yeah and it this kind of there's all of these uh cross-sensory language which we always use which is quite interesting so we're kind of inherently aware of all of this sensory kind of crossover but we're not sort of consciously thinking about it all at the time um so so sorry to interrupt you but because that's that's cool people are most of the time say how do you want to have your new entire designer your new restaurant or and they come up with kind of emotions and they talk about a loud I don't like loud so you need to allow colors in here yeah whatever yeah the most fake terms and we have to find it as a natural designer what it means to them so how can you tap into that if they tell me I don't want a lot of colors what what could be the what do they actually mean yeah exactly and that's the word which we do sort of as part of our process we will carry out research to understand exactly what do we mean by all of this and start to unpick um what is going on at a subconscious level because a lot of these these linkages and these reactions we're not consciously aware of all the time and therefore traditional kind of research models don't tend to work very well um an example of that which I use coming back to the world of taste I don't know if anyone's on the call and they're kind of drinking a cup of coffee or something um but we did a study where we put coffee and it could be anything it'd be hot chocolate or it can be beer or whatever it is in four different colored bugs there was a red mug of blue marker green and a yellow mug and ask people to taste it and ask them what does it taste like it was exactly the same that everyone's tasting out the mug and across the board people will say that it tastes sweet from a red mug it's mild from a blue mug and it's really weak and watery from the yellow mug and you go okay so which one do you like the most the majority of people are pointed the one in the red mark and I'll go well I like that the most so then you say to them why do you like that one the most and they will start to make up kind of anything it will be like well it's obviously hotter or it's sweeter in there or it's got better Bean content in the in the coffee or whatever but no one ever turns around and goes well I like that one the most because it's in a red mug yeah and we know that that's the only thing which is affecting your evaluation your enjoyment and how you feel about the coffee which is in that mug um so we need to start to conduct research which is sort of providing these things different colors or different sounds or different Aromas or whatever and measuring people's psychological and emotional response to them so that's the only way that we can get under this conscious kind of area of the mind so what's really going on at a subconscious level which is putting these triggers and what have you so this shows literally how the next experience if you just talk about the color expect yeah you just talk about a color the next experience of taste of hearing or whatever it will the red mark influence all what comes next yes so if we talk about let's let's uh bring this red mark and you replace it for a red room yeah what will happen with your next experience if you are in a red room for let's say one minute yeah but how how will the world change your experience yeah will it be if you're in a red environment if you were so this is the way you need to think most essentially about everything so if we can Zone in on kind of color and pick apart you know relationships with it but we never really experience color in an environment where there isn't a smell in this environment there maybe isn't sound and when I talk about sound you know um so all music is sound but not all sound is music and most people go straight to music if they've got a space or an environment what music are we going to put in here okay now the problem we encounter with music per se is that it's very very subjective so I mean Ma I might say you know we might both love jazz music or what have you and I am a piece of a piece of jazz music and an artist and I go I absolutely love that you know it's one of my favorite pieces and you go well I hate that and I'm like what the hell why do you hate that and you say well you know whenever I listen to it back to your point about smelling the smell and whenever I listen to that piece of music I remember a really bad time or whatever and I was in a relationship and it wasn't going well and what have you and I don't have that so to to use the kind of music as a kind of uh as a as a stimulus which is going to work consistently for everyone is you really is it's sparking out the wrong tree to use a kind of phrase because we need to be thinking about more what the sound is what the Acoustics are within that environment if we've got a sound bed within that space so one of the things which we use um quite often is spaces that can be quite open like large high ceiling uh minimalist kind of design tend to be quite austere when you walk into them and this is classic when you approach it from a kind of art gallery or a car dealership when you go to an Aston Martin dealership in the past the space is big and open and the cars are in there presented like pieces of artwork okay it's kind of like I don't want to go near those don't touch it yeah yeah you know there's a there's a conflict there because frankly the dealership wants you to touch it and get into it yeah of course yeah then you're gonna more likely to buy it if you can afford such it yeah again you're adding in another sense of experience yeah but the problem is that the environment is premiumizing the cars because it's what you would expect in an art gallery oh wow no wonder it's got that price tag on it and how rare it is and what have you um but it's not encouraging interaction but we can use sound in that space uh just the low sound bed of kind of chatter but just below the threshold of hearing or whatever which you're not consciously aware of but makes that visually visual space in form and shade uh inherently more welcoming so that you are it's a warmer environment and what this is to demonstrate how multi-sensory design really works when you do it properly it's that you're considering how what you're doing through each of the senses has an effect to make sure that potentially what you're doing through one sense so for example in this case we're using physical design of the space and color within it to make it premium and luxury and kind of uh um uh in keeping with what the brand is about and yeah that's just a statical you don't use more senses than that just visual just visual but then we can think about actually we want us we want to keep that but we want to soften this space off a bit how do we do that then we can look at sound and Aroma and other sensory cues to deliver that effect as long as they work in harmony with one another um based on the science so that nothing's conflicted and that is a very simplistic sort of example of how you start to build up these multi-sensory experiences based on the science knowing that what you're doing is having the desired outcomes and effects perceptual behavioral and physiological in a way where nothing is conflicting with anything else which back to my original point to me shouldn't necessarily be labeled multi-sensory design or anything for me that's just really good design yeah yeah cool yeah yeah it is it's like well if you talk you talk a lot about sound so that's a kind of uh well we don't we don't design sounds you can design the customer experience yeah we like to design with sessions on site with the client in their home so you immediately get their uh their smell gas out sometimes their music sometimes they they literally taking that when Sven and I are designing and we sell them uh uh well we are going to design two hours take do whatever you want I feel like home yeah uh and and and they just they are really comfortable in the wrong space because we do know when they were in our studio in our home or whatever where we are designing it's a strange environment yeah so we do know they are opening up way more I can invite them in my studio to do a first meeting but I want to smell their place I want to see yeah yeah I want to touch it I want to experience it if you are if I'm coming in there and there is classical music on on the first meeting on the background I'm a little bit like oh I have to yeah me it says something to you they're a little bit more rational that's my Association but I do feel like that sure if I'm really energetic and the doorbell rings and then I get this classical silent over there I I will tone down yeah and you get it if I need to design for those clients and that's funny sometimes I don't do it always because it's not in my system but I I do it once in a while I put on the music they are preferring and I get in another shape if I'm designing with just music I will definitely get another design and artwork or whatever yeah or Beach Lounge or so if I tap into the feeling and even the sounds with music I do get a better design I guess yeah absolutely and I I think if you are you mess with could that be proven actually yeah that's the next that that's that would be the next step to kind of add rigor around what basically you're doing which is a research exercise by going to yeah to their space yeah I want to feel how they want to feel that's why that's why I'm doing it yeah and you and and well that's exactly the same so the research I guess in your process you have the research stage where you're visiting them you're starting to understand what they're likes and the you know what the objective is for the space their wants and desires and what have you learning a bit more about them kind of emotionally uh what existing kind of kind of you know a bit like the the example of an aroma that will trigger a certain response or a liking of music and what have you again music can be um sort of devices and subjective or what have you but we often when we're introducing sound use soundscapes rather than music you know so the sound of a dawn chorus of birds or whatever I mean I've never met anyone ever that said I really hate the sound of birds or whatever because it makes it connects us to something which is very evolutionarily strong it was like the sound of the Dawn was the sun rising and safety it's probably it's a primal feeling it's still in in here yeah yeah which is universal yes it's learned um as we've evolved but some of these other cross-sensory relationships are just there we don't understand where they've come from um people sort of hypothesize about what what might be the case you know we were talking about the um the coffee cups in red enhancing perception of sweetness why that exists don't know the certain theories about it you know maybe it's that we learn when we were hunters and gatherers that when fruit was it's ripened most nutritious for us and berries they would turn red or kind of purple or whatever who knows but the fact is that's undeniable is that we all University have an intrinsic linkage between that particular color and that particular flavor yeah um if you go back just up to the aesthetical aspect it's a it's a big difference if you have a a ceramic mug which can look really creamy it's almost a cream that it will show but when you have this one with it with a golden a glass with a golden round around it it's not you want you are willing to pay way more for the golden Parts maybe on top of it yeah I would suggest thinking multi-sense thoroughly though that if you had both aesthetically looking exactly the same and this has been proven as well with both yeah you have one that's exactly the same but it's or different like with your example there if you had the gold one but it was quite light when you lifted it up wait yeah and you had the other one and it was really heavy you would pay more for the one which was heavier than the one that is lighter so when we're talking about you know we all have you know that there's the five main senses but there are these other senses which we need to latch into as well which is kind of weight of things temperature humidity whatever it might be conspiring with with all the other senses to to shape our navigation of the world which surrounds us and if we're designing those spaces and the world around us we need to be aware of that surely it's the same yeah it's the same with chairs most people when they buy a dining chair and it feels heavy they think it's it's heavy it's it's it's quality yeah and when you do have a really light one they are like I don't know if they had if this will last it's strange because yeah resistance and heaviness tends to indicate kind of quality and premiumness in the world of cars you will find that this if you want a really powerful car then the resistance the spring that's underneath the accelerator will be more resistant so that you have to press it harder to go faster and that indicates that it's a more powerful vehicle it's nothing to do with the CC or the engine or anything like that no no that's so stupid about it it's something in in our minds and we can't help it it's real wire like that yeah and it can be completely a myth it's gonna be false it can be not true it's it's funny but we need to deal with it absolutely and I I I we stand a a point in time and and uh now with technology and the availability of um uh sort of Lighting systems and connected homes where you know you can create choreographed multi-sensory experiences so that one space can almost be a chameleon it can change based on what your usage of that space you want it to be so think I mean let's take another um we all a lot of us work from home now um or spend a certain amount of time at home but we may still have meetings within that space as well so there are times within our space or our study environment where we would want to be kind of concentration and focus and what have you yeah we know the colors shapes sounds materials textures or whatever that will encourage and improve levels of concentration and focus but at other times you don't want that you want it to be fun collaborative bit playful or what have you and we know the color shapes forms textures lighting Etc that will encourage that so if we ought to have a single space where we can control some of these uh sensorial aspects so a click of a button or the slide of a of a of a a button on an app or something like that we can use Philips Hue or whatever light bulbs to change the color the ambience color of the room we can use that to integrate with a different soundscape and the volume of that at the time we can use sort of the um evolving and controllable nature of the environment to suit the particular need requirements or the function of that space at any point in time so yeah that's quite interesting from an interior design point of view that it isn't just static in terms of sensorial design we have this really great opportunity nowadays a really pretty minimal cost um to at least start to introduce some of these controllable aspects within the environment such that we can match it to what our particular usage requirement is of that space at any point so you mean uh you mean that you can connect smart watches with your lights and sounds and all these kind of yeah you can measure literally how your physical yeah absolutely and how to respond to that or if you know in advance you know I really want to relax this evening I've got friends around or whatever you can set the rim to the optimum setting yeah for that to enjoy the best possible evening you know I think every designer would love to push one button and change the environment immediately isn't it yeah there is one day one day I wake up and I wanted to have a open glass house and I want to experience all the nature outside in the fresh air and then there could be moments that you would like to be in the cave for a few hours too absolutely in your own world and that's not possible in the same environment it depends on that on the weather and the temperature on you know you have so many aspects absolutely but it's not it's not far off when we're going to have the quality of technology in that where there is this blurring of the digital in the real world of what happened you can use a lot of these things through digital um screens and and experiences um it's it's some way off when it's available at scale and it's prohibitively expensive at the moment but it's coming you know yeah um yeah I love I was talking with the guys at sphere you know in Las Vegas um this huge golf ball sort of design or whatever and what their the capabilities and that that of within the interior of that to have these choreographed experiences where the environment completely changes even in terms of temperature and to even Zone kind of sound in different areas of the auditorium you've got 15 000 people in there and you can have a certain even down to the rows and the blocks of the seats or whatever hearing comes something completely different to what you've got in a different environment at the same time so personalized unified experiences it's really I mean everything's starting to turn on his head now you know it's it's coming that's what you're telling me it's coming this individual experience we're all in the same room we're all together but we are experiencing you can control the experience yeah to get out together the most or to influence people in a good way or bad way we will see we just when you start to think of applications of of this type of Technology where we've we've done some work in this within our workspaces where you have open planned workspace right and you have a cluster of deaths for one particular function of the business and across an aisle in an open plan you've got a cluster of desks for another function of the business in this case it was legal okay legal department sat on one side uh who are all about I want it quiet I want it kind of like focused because it's a lot of detail kind of work and what have you yeah across the across the um corridor from them in this open plan space was marketing they are not quiet they are very loud they're always talking always standing up and there is tension between these two what can we do about it so we can use in this case sound and aroma to create a space that is you you sort of suitable for both so in that example we know that the sound of chatter or what have you a human murmuring or what have you has this really interesting effect we there was a study done where um it was levels of anesthetic given to people that were undergoing surgery and for the um one group of people that undergoing surgery they just had somebody next to them just Whispering into their ear the whole time just nothing in particular just this human Babble the human kind of murmur they required significantly lower anesthetic and pain medication during the procedure right so there's something that is releasing the body's own internal morphine right so the endorphins are being released in the dopamine is being released or whatever just when we hear that so we can use the kind of chatter and murmur of voices or whatever within an environment to make us feel more relaxed but at the same time in this workspace if that's you uniform across both of these environments so the the marketing space has this soundscape and also the uh uh legal space has the soundscape the marketing people don't feel so bad about getting up and having a chat because it's going to disturb the legal guys because there's this existing marine sound bed and when they do do that it doesn't stand out because you don't notice it as much because it Blends into the normal Chatters so the legal team are able to concentrate more and we then had two different Aromas introduced into this environment one for the legal team which was more about it had notes of peppermint um within it and and some other ingredients which instill levels of focus Clarity and productivity and concentration and another Aroma is gently dispersed over the over the the other side of the space which is for the marketing which is a more more floral notes and that and we know that floral notes are increased levels of talking talkability communication amongst amongst people as well um we don't and and this is simple stuff right how many rooms do you go into that have uh flowers within the space and we usually just think about the flowers as aesthetically interesting yeah the colors whatever but the aroma of individual different types of flowers has a different physiological and emotional effect on it so just think a little bit more about why am I putting these particular flowers in this space because the aroma that they admit and they're diffusing it's going to have an effect same same with those uh candles yeah
and a lot of yeah candles are uh lining up of course but then when you are literally in the room you can add those Aromas really easy to at least the the to have the the best first experience in the new house that's how I'm I'm just thinking like what can we do with it because it's it's a discipline it's for sure another discipline Aroma sounds you you tell me that it's not an easy thing like I put on uh yeah well it is put on the right music and you will get it you know you need to know what is the right music for them sometimes individually yeah but if you talk about interior design it's yeah you can influence it already with flowers with candles because they do have those Aromas involved sometimes people with fresh new leather chairs or couches or something like that they're really craving what is new with the cars man and cars for sure women and cars they do have it but it's it's this leather smell they talk about the smell of new yeah new or the smell of luxury or yeah yeah they have associations with it yeah yeah and there are certain well you know luxury is an interesting one people will often say in terms of design of a space that go and I want to be really luxurious about having you go what do you actually mean by that yeah but it's in Thoroughly it's meaningless it's kind of like you know so so what do you mean yeah a lot of time is spent kind of zoning down on what do you actually mean by that but to your point regarding Aromas for luxuriousness there's a certain note uh or ingredient within uh perfumes so it's used in Chanel number five and all these really kind of iconic luxurious perfumes that when you introduce that into a space people go well this is really premium and luxury in here and I don't really know what they mean and it's so it's taking those sort of insights in and and building in those if you were developing a fragrance to be within a space well maybe we should think about using that particular ingredient within it because it will give it this rounded luxurious feeling as well you know well tell us tell us a secret uh Scott which Aroma is it because we can just put it in the room with our high-end clients I'm afraid it's nothing that you can easily purchase or whatever off the shelf of course not of course yeah yeah yeah yeah well well let's talk after the podcast this Scott I want to know it's yeah I'm going to start a product line with this uh with with this fragrance interior design fragrances for high-end clients yeah let's see what happens
to the first live meeting with your clients you just put it on your shirt and they think hey here she's in there I had like high in the entire designer yeah yeah I really don't I didn't really like him but he was very luxurious yeah yeah even when he came in this jogging suit or a jumper yeah the smell was more uh attractive well um um what I just for the last part uh Scott uh people are searching because um you had some research is uh done and you find them the people are searching for something in Brands right now and experiences in businesses it's not like they are good or they are uh trusting what they promise yeah sometimes that I do promise that you will end up with a wonderful entire design and I'll just manage all the struggles uh in the construction phase and they they do not buy you just because you fix things so I can manage to manage it not buying on your promises if they trust you what what is that they are looking for at the moment uh there's huge amounts of research and reports coming out um at the moment um that are finding and this is internationally so we're all humans right there are cultural differences between us and nuances but we all operate in pretty much the same way and as it should be no surprise after being locked up in our houses for you know a couple of years that and being basically sensorially deprived that the number one demand at the moment is for Rich multi-sensory and exciting kind of Novel experiences um the interesting thing for us is that we immediately go to positive experiences yeah actually there's a real interest and a crossover coming from the world of entertainment I mean who doesn't love a great horror movie or what have you um into kind of negative experiences or things that instill fear or negative or are perceived as negative emotions and feelings because it's just novel and different it's almost like we've been released back into the world okay stimulate me you know because I have so we're looking for the extremes we're looking for the extremes um but I would caveat that by saying that you can go too far obviously yeah yeah obviously so whilst there is a bounce back the other way you know um it's natural that if you're deprived of something you want an extreme amount of that and an intensity to it but it will come back down to reach a happy equilibrium no problem yeah and I read in one of your uh LinkedIn posts that people are looking for joy yeah just a joyful brand almost 63 or so they're looking for joy in a brand so it's nothing you have a really serious topic or a serious demand for somebody who's an expert on something but when there is no joy involved maybe they just say oh that's not for me yeah that's amazing I'm a serious expert in the world but if you're not joyful people will not work with you yeah a joyful experience is something that attracts others you know there's an inherent attraction to something that derives a positive uh or is delivering a positive experience for us um you wrap that up in you know there are many benefits of technology or what have you but at the same time we are we have never been so bombarded with kind of audio visual content that to do something which actually I would say in joyfulness or what have you is connecting us back to ourselves really um and the number one way of doing that is sensorial awareness so there's this huge growth over the past five or six years in mindfulness you know there are apps with hundreds of millions of users now doing meditation each day and the number one aspect of mindfulness is that you are more aware in the moment of what your senses are telling you so you know intuition intuition yeah we call it you know I don't know what they probably have some sayings in Dutch as well but you know it'll be gut feeling or or what have you yeah all of these things our our as a result of this unconscious absorption and of information from uh through our senses that come together and form a feeling whether I like somebody or I don't like somebody whether I like this product or I don't like this product whether I feel comfortable within this space or I don't feel on edge within this space which we would refer to as a gut feeling um and personally I'm sure everyone who can recount many many occasions when they haven't trusted their gut feeling and what tends to happen right yes okay yes yeah so this is another example of trust your intuition and your senses because that information is being decoded on an unconscious level and leading you to a feeling and a reaction and a behavior yes so if you're really conscious about that you know how to act on something you're you're in tune with your senses basically yeah so it's really good to be conscious another another thing to be we really conscious about yourself yeah yeah you will make other choices yeah you you know what's good for you you will uh yeah and so I always think about if you see people on the other side I do uh experience that for sure with my coaching sessions you can see faces the energy on the other side here people are shoulders up shoulders down you're up the blushes Red Hats white hair you know well if you are going to switch your clients when you are showing them your interior designing you see that are really excited or not excited but scared yeah maybe the same people can have really high uh high heart rate they can be sweaty they can be like but they can be really excited and they can be really nervous they do have the same if you mess with it's the same emotion almost yeah but there's a difference and if you see that you can and you you ask them the right question on that moment hey I can see you are or is it true you are experiencing this in this feeling yeah it's for most of the time that's the hook to these to know what to do next or to adapt the design or knowing that you are exactly on the right way sure so this is sensorial awareness is is is something we should be doing not just personally or for ourselves but in everything which we do and incorporating that an awareness and attention to detail what is this place what is this space going to smell like with these Furniture within it after I've done that is that right yeah is that right you know because it's something we may have overlooked yeah cool yeah I think yeah you definitely showed it that it is an another expertise another Century we can add but then really conscious is it uh how can you start with it well we talked about flowers and maybe the candles and think about the materials how they already smell it you like the PVC plastic floors you know that when the floor is there it already sells really plastic yeah obviously yeah if they want the if they want this boot experience they you know that's gonna experience wood if you have a plastic floor yeah I think it just it it literally starts and we get challenged with this in our kind of commercial work which we do you know everyone thinks we're going to go in all guns blazing saying for a brand you need to do this and that and it stimulate every sense and what have you and of course you can't but budgets can be prohibitive actual feasibility of changing packaging of a product or whatever it must be you know we don't have the the the Tooling in the factors to be able to do that and what have you so it's always working in constraints so it's identifying the kind of constraints to what we want to do being clear about that what is possible and then marrying that with what are the objectives what are the functional social emotional kind of objectives which we're looking for and once you have those two things kind of distilled then you have what you need to know in conjunction with your research of visiting clients and understanding them a bit better um to start to piece these things together you know starting with small steps so I was always going to put a door there's always going to be an entrance way into this okay what is that you know let's think of the materiality of it the Handler how is it how are all these aspects working in harmony once I open that door what is the smell there what is the sound of this space what is the Acoustics within this space are there flowers is there an aroma within the space so it's thinking sort of aesthetically but also multi-sensorily um at each point and not trying to force it just questioning the rigor of why have I decided or why am I suggesting that that particular element is within the design how is it working is it working in harmony with what everything else which I'm defining here is it working towards the objective which we set Is it feasible within the constraints which we've set for ourselves and if you're getting a tick for those kind of things do it yeah yeah yeah well we always add but that's the visible part items into the drawings into the designs that connect with this uh meaningful moments they want to create in a new next lifestyle almost so the next new home or next new restaurant I put the items in there in the 3DS to influence and to get the positive associations with this with hey this is the coffee moment you're going to experience that in the sunshine with this rap Mark or whatever Market is for them to have this full experience and they can already do that but I think I I'm going to add a new element on the checklist when we realize a new project it's like hey how is this going to smell yeah and what music maybe do we want to put on when they are entering the room or maybe what kind of music do you want to give them as a kind of option uh like Hey listen to this playlist you know you're getting in the mood in a new interview this is exactly what you need to listen to experience what we uh yeah yeah the music or the soundscapes like we were saying you know yeah soundscape yeah cool word uh by the way soundscape yeah yeah wonderful um yeah thank you Scott I know you have to go for uh for a next meeting so I want to wrap this up um definitely beyond the terror design uh if people do have questions can they uh reach out to you on LinkedIn yeah sure yeah because yeah yeah you really uh really popular link to do so uh people's got uh Scott Scott King on LinkedIn you can find him there if you have any questions we will prepare a special page for you it's a [instituteventoryimpact.com](http://instituteventoryimpact.com "") they can find more information about uh about you over there they can connect with you uh over there so uh an extra information about the podcast the replay will be there so uh we are going to do that for you and yeah thank you because well it's if you want to create more impact with integral design a more Rich immersive experience we definitely need to think about more than just a visual expert for sure light is in a kind of obvious one to get in the right mood but touch and smell and sound those are uh maybe touch touch is a familiar one but yeah well soundness mellow definitely new um we're not designing it yeah and taste yeah it's an interesting one you can have a lot of fun with taste you know in dining spaces and what have you yeah yeah if you are in hospital in uh yeah restaurants that's definitely the way to go yeah it uh it can lead to more memorable and enjoyable moments right sure that's what you're creating yeah look at that science shows if you're taking a multi-sensory approach then Things become more memorable and they stimulate emotions more effectively um and generally most of the well all of the upside it's a good and positive so yeah enough try it yeah all up sites yeah yeah thank you so much yeah thank you Scott no problem yeah uh well I told you people thank you for being here we're uh listening and joining us live here on the video podcast and when you are listening to the podcast online on Spotify Google play whatever Apple uh thank you so much too hope to uh see you in the next episodes uh and I told you did watch episode 25 a great milestone already and
our plan to start a podcast it just happens uh true story so that's cool and right now I can't wait to the next one already I love to do this this is my playground uh but talking about Milestones uh last week we've reached the 200 000 boundary in a LinkedIn group beyond the tarot design uh well we're not we're just a few days later five or so and we already have 1500 more so this is amazing what's going on here it's it's crazy and I think it shows how we as Humanity as creatives um and their designers Architects are craving for more for more like like something to be different for change in the world uh to make this world even better and even more beautiful so uh well keep doing the good stuff the good work and involve all those extra layers in our entire design feel to create even more impact I think that's our goal as creatives um so well if you're not a member yet it's free check it out now LinkedIn the beyond the terror Design Group uh because we are here to take your entire Design Studio to the Next Level thank you so much enjoy your day thank you bye-bye