Le Méridien built its sensory identity around the first minutes of a guest’s arrival. Its Arrival Experience combined large-scale artwork at the entrance, a signature scent called LM01 created with the perfume studio Le Labo, a curated 24-hour soundtrack including the lift ride, and artist-designed key cards through its Unlock Art programme. Later, the brand introduced LM002, a scent created with Malin+Goetz and inspired by the French Riviera, across its hotels worldwide. What Le Méridien and the best hotel brands get right is that the senses are designed together, around a clear idea of the brand, and repeated consistently.
Le Méridien: designing the first ten minutes
- Sight. Artwork at the entrance, so arrival feels like stepping into a gallery.
- Scent. LM01, a signature scent often described as evoking old books and parchment, used at a moderate level in lobbies.
- Sound. A 24-hour soundscape carried into the lift, turning an ordinary ride into part of the experience.
- Touch. Artist-designed key cards that also unlocked access to local cultural venues.
The lesson is focus. Rather than scenting everything, the brand concentrated its sensory effort on the arrival, where impressions form.
Mondrian Singapore Duxton: one global scent, local moods
Mondrian’s global signature, Santal & Amber, fills the lobby and lifts, as in every Mondrian hotel. The Canyon Club rooftop pool and lounge carries a complementary White Tea Bamboo scent, fresher and airier to suit the open sky. It shows how a global brand scent and local zone scents can work together. Read the full case study.
Equarius Hotel, Resorts World Sentosa: a brand story in scent
To make arriving guests feel transported into nature, the hotel’s signature scent was developed from its visual identity and keywords such as relaxation, green, serenity and exotic, asking what a rainforest smells like. The chosen concept, Jungle, turned the brand story into an arrival experience. Read the full case study.
What most hotels miss
- A clear idea. Le Méridien’s senses all express one idea; many hotels choose a scent, a playlist and artwork separately.
- Focus on arrival. The first minutes deserve the most attention.
- Restraint. Signature scents are used at moderate levels, not to fill every corner.
- Zoning. Different spaces can carry complementary scents under one brand.
- Consistency and extension. The same scent in every property, and in products guests can buy.
For more on the other senses, see our guide to sensory marketing; on equipment, hotel scent diffusers. For the research behind this, read how scent influences hotel guests; to design your own, how to design your hotel’s signature scent. Our hotel scent marketing service covers lobbies, corridors, spas and events.
Frequently asked questions
Which Le Méridien offerings create a sensory experience?
Its Arrival Experience combined entrance artwork, the LM01 signature scent, a curated soundtrack including the lifts, and artist-designed key cards. The brand later introduced the LM002 scent with Malin+Goetz.
What is hotel sensory branding?
Designing what guests see, hear, smell and touch around one brand idea, used consistently across properties.
Should every area of a hotel have the same scent?
Not necessarily. Many brands use one signature scent in lobbies and complementary scents in spas, rooftops or restaurants.
Further reading: Sensory branding on Wikipedia.
