Client Case Study:
Multi-Sensory Marketing at Shanghai Expo 2010
How Equal Strategy delivered an immersive multi scent experience for the dynamic Matrix Pavillion
Project Overview
- Event: Shanghai World Expo 2010
- Client: JALA Group (Chinese Private Enterprise Pavilion co-sponsor)
- Scope: Multi-sensory branding, scent marketing, DMX-integrated event fragrance
- Reach: 70 million visitors
- Location: Puxi Zone, Expo site, Shanghai
The Opportunity
The Dynamic Matrix Pavilion celebrated China’s most iconic private enterprises including Alibaba, Fosun Group, and Metersbonwe. To deliver a deeper emotional impact and stand out on the world stage, the pavilion needed to go beyond visual storytelling—by integrating scent as a primary sensory engagement tool across zones themed around the four seasons of China.
Client’s Challenge
Organizers needed:
- Fast scent dispersion in large-scale environments (25,000 cubic meters within 20 seconds)
- DMX 512 integration with video and show lighting automation
- Event-safe, fire-compliant scent equipment
- Zone-specific fragrance profiles to match the storytelling arc
Our Solution
Equal Strategy provided technical scent marketing consultancy and engineered a full-scale scent delivery system tailored for event conditions, collaborating with DROM Fragrances for olfactory formulation.
Scent Marketing Strategy
- Spring: “Spring Blossom” – floral and uplifting
- Autumn: “Falling Leaves” – woody and nostalgic
- Winter: Cool, ice-themed scent to match visuals
- Other Zones: Ambient scents for waiting lounges and showrooms
Technical Scent Delivery
- Custom-built scent diffusers in portable flight cases
- DMX 512-controlled integration with lighting cues
- Coverage: 25,000 cubic meters within 20 seconds
- Compliance with fire and safety regulations
Execution Timeline
- Procured and delivered 4 scent machines
- On-site coordination with Chinese lighting teams
- Passed safety checks ahead of VIP government preview
Results
🌟 Emotional Immersion
The pavilion’s storytelling came to life through scent, sight, and sound—creating a sensory-rich, emotionally resonant journey.
⚡ Operational Excellence
The Dynamic Matrix Pavilion was completed faster than any other at the Expo, showcasing the organizational power of China’s private sector—backed by Equal Strategy’s seamless technical support.
🏆 Global Recognition
Forbes praised the pavilion as a “benchmark for private enterprise,” and Equal Strategy’s work set a new standard in event scent marketing and multi-sensory storytelling.
What This Means for Event Planners and Brands
This project is a textbook example of how scent can elevate brand engagement, emotional impact, and visitor satisfaction at large-scale events. Equal Strategy is your ideal partner for:
- Luxury brand activations
- Multi-sensory venue design
- Experiential exhibitions and showrooms
- Retailtainment and immersive experiences
Thought Leadership in Scent and Multi-Sensory Marketing
With 20+ years of expertise in sensory branding, Equal Strategy pioneers the use of scent and sound to build unforgettable customer journeys. We specialize in converting brand values into emotional experiences that improve perception, memory, and loyalty.
Talk to Us
Planning an exhibition, event, or branded space? Let Equal Strategy craft a scent experience that sets your brand apart.
📧 hello@equalstrategy.com
🌐 equalstrategy.com
Tags: event scent marketing, Shanghai Expo 2010, multi-sensory branding, fragrance consulting, experiential marketing, Equal Strategy case study
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.
