Training and development professionals have long realized that multi-sensory approaches definitely facilitate learning, improve brainstorming and boost retention. A study conducted by CWT Meetings & Events for London and Partners underscored the fact that only 27% of meetings planners feel that multi-sensory approaches are being used effectively in the industry.
Three-quarters of the 601 survey respondents indicated that, while sight is used effectively, smell and touch are poorly incorporated into events.
The main challenges to including multi-sensory approaches into events identified by respondents included:
- budgets inadequate (43%)
- lack of time (26%)
- difficulties in finding appropriate multi-sensory content (24%)
Of those surveyed who felt that they had effectively incorporated the 5 senses into meetings and events
- 42% had used light activations (e.g.visual illusions or projections like 3D projection mapping
- 33% have incorporated taste through culinary events
To assist event and meeting planners in designing multi-sensory events, London and Partners has created a Senses Gallery filled with ideas. Meeting and event planners can find inspiration from case studies and examples of how world-class organizations have created multi-sensory events and experiences in London:
- Marriott: Marriott International has unveiled its Meetings Imagined initiative. For example, it inspires event planners through its Inspiration Gallery that includes visually stunning culinary images and interactive desserts like London Marriott Hotel Grosvenor Square's Dry-ice Lemon Posset
- Dolby: For the Dolby Atmos launch and the opening of their new London headquarters n Soho Square, 100 guest Dolby's key clients from around the world were immersed in a pitch black environment where sound depicted the evolution of Soho Square in which the event took place
- LinkedIn: For Talent Connect 2014, an event including 1,500 of LinkedIn’s key clients from 50 different countries, an immersive multi-sensory environment replicating a London street scene was created using ExCeL London as a blank canvas.
The Senses Gallery also has a Brain Test and an article with 10 tips for creating multi-sensory events in London. It includes ideas for music, theatre, culinary experiences, and colour into events and meetings.
For more inspiration also consult London Unveils Creative Thinking for Events.
Photo Credits: London and Partners, Marriott International