Client Case Study:
Asia’s 1st Scented Drive-Through Exhibition
A collaboration with Equal Strategy, Mesh Minds Foundation and Singapore Chinese Cultural Centre to create Asia’s First Scented Drive-Through Exhibition, “Moo Moo Park,” integrating the themes of Art, Technology, and Sustainability
Multi-Sensory Art Brought To Life Through The Use Of AR Technology & Scent Marketing
Hosted at Singapore’s Chinese Cultural Centre (SCCC) to coincide with the Chinese New Year – the Year of the Ox, this futuristic show brought visual art to life through the use of AR technology, transforming digital drawings into interactive 3D installations, selfie filters, and AR murals with thematic ambient scent.
Supported by the United Nations Environment Programme (UNEP), the “Moo Moo Park” exhibition showcased the work of eight local Singaporean artists, raising awareness about sustainability and protecting our planet. The display pieces shed light on air pollution’s effects, the importance of building greener ecosystems, and preserving biodiversity on land and at sea, urging a halt to the destruction of fragile habitats. The art also emphasized the adaptability needed to preserve cultures and traditions without endangering the ecosystem’s survival. Additionally, the global threat of plastic pollution took center stage.
The First Scent Marketing Drive-Through Exhibition in Asia
Parts of the exhibition unfolded in the SCCC carpark, where visitors enjoyed chauffeured rides in eco-friendly low to zero emissions Hyundai vehicles. Each car had a scent diffuser with the custom scent ‘Mandarin Moo-Ments’ diffused throughout each exhibition tour. During the fifteen-minute audio-guided tour, the cars strategically stopped at various points, providing passengers with ample time to immerse themselves in the creative 3D art displays, oxen sculptures, and mesmerizing light shows. The audio guide offered in-depth insights into the artists’ inspirations, connecting their work to Chinese culture and the overarching message of sustainability. At designated times, visitors had the opportunity to explore the exhibits on foot in the car park.
The captivating journey continued in the gallery foyer, where visitors were delighted by more interactive AR technology. Enhanced by special sound effects, animated AR murals added an extra dimension to the overall exhibition, creating a truly immersive experience.
“We were delighted to partner Equal Strategy for Moo Moo PARK, our drive-through art exhibition. The unique event offered an opportunity for the public to enjoy art in a safe manner amidst the pandemic. Equal Strategy concocted “Mandarin Moo-ments” – a bespoke fragrance for our chauffeured cars and exhibition area. Apart from engaging our visitors’ sense of smell, its airborne sanitising technology helped to create a safer and cleaner environment for everyone to enjoy.”
Low Sze Wee – CEO, Singapore Chinese Cultural Centre
Designing the Multi-Sensory Exhibition
Equal Strategy played a vital role in the project’s creative development, introducing the element of fragrance to the show, thus making it a truly scented exhibition. Recognizing the powerful role of scent marketing in multi-sensory experiences, Equal Strategy sought to elevate visitors’ emotional and olfactory engagement. Studies have shown that the sense of smell plays a significant role in mood, stress, working capacity, and memory.
While planning the walk-through experience, careful consideration was given to the areas where fragrance could have the most impact. It was decided that scent marketing techniques should accompany visitors during the car journey, creating a lasting first and last impression as guests entered and exited the gallery area. Working closely with SCCC and Mesh Minds, Equal Strategy organized a panel to review pre-developed fine-fragrance scent samples that matched the exhibition’s objectives. The result was a specially designed scent named “Mandarin Moo-Ments,” capturing the essence of the Chinese New Year tradition of exchanging mandarin oranges as a gesture of respect and good wishes for happiness and prosperity.
Story Telling & Fine Fragrance
The unique fragrance shares the story with top and mid notes of mandarin tea, orange blossom, and citrus, providing a refreshing aroma, while bottom notes of white musk and Gaiacwood (‘gwy-ack,’ also known as the tree of life) added an intriguing depth to the scent concept.
Passengers could adjust the intensity and duration of the scent, and the diffuser automatically switched off after four hours of continuous usage. The scent accompanied all drive-through passengers, elevating their guided experience within a pleasant and multi sensory atmosphere.
In the gallery area, scent diffusion systems were discreetly installed above the ceiling, releasing the fragrance through the air conditioning system to achieve a consistent and evenly diffused experience, with zero aesthetic impact to the guest areas. Prior to the opening day, the fragrance intensity was fine-tuned to ensure a welcoming, pleasant, and unobtrusive ambiance that elevates the visitors’ emotional connection to the art and exhibition.
To complement the scented event, visitors were offered the opportunity to take home lasting memories of Moo Moo Park. Alongside special edition talking red packets (angbaos) and postcards featuring the artworks, guests could purchase Mandarin Moo-Ments reed diffuser sets and car diffusers. These scented souvenirs allowed visitors to relive the enchanting experience at home or during their drives, and they made thoughtful gifts for family and friends.
Ensuring the Safety of Visitors During the Pandemic
Ensuring the safety and assurance of visitors during the ongoing challenges of the Covid-19 pandemic was of utmost importance. Equal Strategy incorporated Eco Pure Room, an airborne sanitizing machine, into the Hyundai cars. This innovative solution effectively eradicated germs from the air, providing peace of mind for both drivers and passengers. EcoPure Room, being fragrance-free, allowed for simultaneous diffusion of both Mandarin Moo-Ments and the sanitizing solution without affecting one another.
The introduction of scent marketing and the thoughtful integration of fragrance into “Moo Moo Park” revolutionized the exhibition experience in Singapore. Beyond captivating visuals and interactive technology, the exhibition stimulated visitors’ olfactory senses, leaving them with lasting memories and reinforcing the significance of art and culture in a multi-sensory world.
Read about how Equal Strategy scented Mondrian Singapore Duxton, elevated the global icon Changi Airport Jewel with intelligent multi zoned music strategy, scented Johnnie Walker House at Changi Airport, UOB Privilege Banking at MBS Shoppes, the world’s first New Balance experience store in Beijing, Esplanade – Theatres on the Bay, Singapore’s first luxury boutique hotel – Naumi, the living breathing rainforest experience at Equarius Hotel, how we scented 25,000 cubic meters within 20 seconds for a pavilion at Shanghai Expo in 2010, and Asia’s first scented drive-through exhibition, Moo Moo Park.
