The Fragrance Cafe
An immersive theatrical experience for fragrances
Category
User Research
Spatial Design
Motion Graphics
Duration
32 weeks
Tools
Studio Project
Hindustan Unilever Limited,
Mumbai
+
National Institute of Design, Ahmedabad
Methodology
Internet Research
Qualitative Research
Quantitative Research
Mindmapping
Planning
3D Visualisation
3D Modelling
Brief
The brief was to understand and map the fragrance landscape of India through research and analysis.
Problem Statement
Indian consumers are averted to trying new fragrances in their everyday items, along with their apprehension towards unfamiliar ingredients and flavours. Consequently, the market is inundated with similar scents, hindering diversity and limiting opportunities for expanding product portfolios.
Methodology
Mapping
Research
Analysis
Ideation
Visualization
Prototype
Mapping
An initial mind map was created to create a hypothesis of the factors affecting fragrance.
Research & Analysis
SECONDARY RESEARCH
INSIGHTS
Methodology
The overall fragrance market of India is Green with fragrances like Neem, Mint, Tulsi, Aloe Vera and Green Tea that contribute the most in the products.
Brand Portfolio Analysis
Competitor Research
Expert Interviews: 6
Market Research was done for the categories: Homecare products and Beauty and Skincare Products.
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Overall Cross-Category Market Fragrance Map
PRIMARY RESEARCH
Methodology
​In-Depth Interviews with HUL employees: 10
In-Depth Interviews with customers: 30
Locations: Kolkata, Mumbai, Hyderabad
and Lucknow
INSIGHTS
The factors that affect the fragrance and product choices of the consumers are:
GEOGRAPHICAL
PHYSICAL
PSYCHOLOGICAL
CULTURAL
RELIGIOUS
North v/s South
Gender
Memories
Peers
Religion
South Indians like to use natural fragrances like wearing flowers as compared to North which depend on artificial fragrances.
Women and men prefer different fragrances from the olfactory families.
People tend to remember and like fragrances from their childhood.
People tend to choose fragrances suggested by their peers.
People tend to like fragrances similar to the religion that they follow.
Seasons
People tend to use more citrus and fresh fragrances during summers as compared to greens in monsoon.
Age
The choice of fragrances change with the change in age.
Habits
People tend to like the fragrances that they have experienced since childhood.
Pop Culture
Media and celebrities influence choice of fragrances.
Experience Video
To express the outcomes of the research. A video compilation of the insights was created for putting the idea forward.
Persona
Ideation
After the primary research, the following factors were considered while ideation of spatial experience to create better user experiences.
Exposure to new
Engaging
Multisensorial​
Comfortable
Self-creation
Inclusive
The ideation was done with hand sketching and creating small digital renders and 3D models of the space. Various themes, materials and concepts were explored during this stage.
Final Concept
TARGET AUDIENCE
Age Group: 20 + years
Profile: Fragrance Enthusiasts and General Audience who want to gain knowledge
INSPIRATION
As children, we often made forts with bedsheets and pillows, seeking comfort and adventure. These makeshift hideouts smelled like home, providing a cozy retreat for imaginative play. Within them, we formed lasting bonds with friends and family, crafting cherished memories in our own little worlds.
CONCEPT
The idea was to take the audience back to their childhood and create new memories with fragrances such that they would experiment with fragrances on their own.
THEME
Visualisation
Rough Floor Layout
The space started to shape in the form of a rough layout which can be starting point to create plan for exhibits and experiences.
Space Division
To create a theatrical experience, the space was divided into four areas. Namely:
​
1. Orientation Area: This area is for introducing the experience, instructions and accommodation.
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2. Transition Area: Introduction to the theme, new fragrances and element of surprise.
​
3. Main Experience Area: To sit, relax and enjoy fragrances.
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4. Feedback Area (Exit Transition Path): To collect feedback on the space, experience and fragrances in an interactive way.
Orientation Area
Main Cafe Area
Final Experience
Overall Floor Plan
Main Building Plan
3D Visualisation
Final Renders
The Orientation Area is an open-to-sky glass room with small fragranced paper boats floating the corners. The audience can interact with with them and also prepare themselves for the adventure.
The transition path with be an interactive space with motion censor lights. It will contain different fragrances from all the fragrance families spread around the passage in small patches.
The lights with start blinking as soon as audience is in vicinity indicating a fragrance is nearby. The audience can smell the area by getting close to it. Each
The main cafe area will have comfortable seating space underneath a beautiful night sky. The reflective floor would imitate water and green plants and stones would further act as natural surroundings.
