Bluewater has announced an innovative partnership with The White Company to enhance its in-centre experience by diffusing the luxury brand’s iconic ‘Seychelles’ fragrance throughout key areas of the shopping destination.
The collaboration marks the first of its kind between The White Company and a shopping centre, responding directly to shopper feedback that suggested fragrances could improve their visit. The ‘Seychelles’ scent combines bergamot, orange, and fresh coconut, layered with notes of jasmine, amber, and vanilla, creating a luxurious ambiance that will greet guests as they enter.
Working with ScentAir, Bluewater will diffuse the fragrance during opening hours using specially designed equipment. The scent will focus on key areas such as entranceways, bathrooms, and guest service locations, creating a ‘scent of arrival’ that aims to leave a lasting impression on visitors.
James Waugh, Centre Director at Bluewater, commented:
“We want to create memorable moments each time our guests visit, and we are constantly exploring new ways to elevate their experience. For us, this means going beyond what people might expect for a shopping centre and bringing our places to life by stimulating the senses – from scents to sounds and tastes to textures.
The White Company is well-known for its luxurious scents, which have traditionally been filling homes with signature fragrances for years. We want to recreate this ambiance across Bluewater, so that guests feel welcomed from the moment they walk in.”
The introduction of the fragrance strategy follows guest surveys indicating that scents could improve the shopping experience. This move complements Bluewater’s existing initiatives, including a music strategy designed to ensure that background music enhances the centre’s atmosphere.
