Equarius Hotel Elevates Guest Experience with Scent Branding
A Living Breathing Rainforest Experience
Contact Us
Immersing Guests in a Rainforest Escape Through Signature Scent Branding
Equarius Hotel, part of Resorts World Sentosa, is more than just a luxury retreat—it’s a sanctuary immersed in nature. Surrounded by lush rainforest, serene water views, and iconic landscaping, it redefines eco-luxury in Singapore. But to deliver a truly transformative guest experience, Equarius Hotel partnered with Equal Strategy to activate a deeper human sense—smell—through expert scent branding.
Designed as a rainforest retreat at the southernmost tip of continental Asia. Guests are greeted by an avenue of trees, two majestic 80–100-year-old Shorea trees, and panoramic views of Keppel Bay and Labrador Park.
RWS wanted to take the experience further—so that the moment guests entered, they felt emotionally transported into nature. This meant leveraging scent to enhance their arrival and create a lasting sensory memory.
Learn More“What Does a Rainforest Smell Like? Equal Strategy researched human perceptions of natural environments—moist earth, green vegetation, floral warmth, and tropical air. Our perfumers were briefed using Equarius Hotel’s visual identity, emotional tone, and keywords like relaxation, green, serenity, and exotic. The goal was clear: to design a signature fragrance that captured the essence of the rainforest.”
Simon Faure-Field, CEO – Equal Strategy
The Creation of “Jungle”: A Signature Fragrance:
Among the proposed fragrance concepts, “Jungle” emerged as the perfect match—lush, calming, and refined.
Fragrance Profile:
- Top Notes: Orange, Eucalyptus, Green Accord
- Mid Notes: Rose, Jasmine, Lily of the Valley
- Base Notes: Musk, Vanilla, Cedarwood
This signature scent was approved to represent Equarius Hotel’s brand story and emotional goals.
Learn More
Engineering the Branded Scent Experience:
Equal Strategy worked alongside the hotel’s engineering team during the construction phase to ensure optimal scent diffusion in the lobby.
Custom access panels for modifications to the HVAC ducting and airflow mapping allowed precise placement of diffusion points, ensuring the fragrance gently welcomed guests as they entered the lobby lounge, complementing the forested landscape and digital waterfall centerpiece.
Learn MoreA Living, Breathing Rainforest Experience:
The result is a multi-sensory brand experience:
- Scent amplifies the natural elements: trees, foliage, and wood textures.
- The fragrance enhances the digital waterfall and tropical lighting.
- Guests feel an emotional shift—from travel mode to tranquility.
Guests don’t just walk into a hotel—they enter a living, breathing rainforest.
Learn More
Why Sensory Branding Works in Hospitality:
Interwoven By integrating scent with architecture, design, and music, Equarius Hotel has achieved an immersive brand environment.
Sensory branding strengthens emotional connections, improves guest satisfaction, and creates a lasting memory—critical in luxury hospitality where differentiation is key.
Learn MoreRead 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.
