The power of presence: why multi-sensory experiences deepen brand engagement

We don’t just experience the world through sight. The strongest memories and emotions are tied to all five senses: sound, touch, taste, scent, and movement. When brands engage multiple senses in experiential activations, they create deeper, more immersive connections that linger far beyond the event itself. Dan Colborne explains why multi-sensory design isn’t just a trend, but a strategic imperative.

Too often, brand experiences lean heavily on visuals; striking installations, bold colours, and high-impact screens. But real engagement happens when we move beyond what’s seen and into what’s felt. The sound of an environment can heighten anticipation or create calm. A texture underhand can make an activation feel luxurious, raw, or futuristic. Even scent, perhaps the most underrated of all, can transport someone instantly to a memory, a feeling, and even a brand identity.

As I noted in our latest HX Series event, 47% of consumers report that immersive experiences amplify their sense of connection to brands and products. Therefore, by creating multisensory environments that evoke emotions, brands can establish deeper relationships with their audiences, harnessing brand loyalty and, just as importantly, advocacy.

Emotional resonance through the senses

Think of the last time you walked into a room and smelled something familiar. Instantly, you were somewhere else; your childhood home, a favourite holiday destination, a moment in time. That’s the power of multi-sensory design. It bypasses logic and creates instinctual, emotional responses. For brands, this is gold dust. A well-crafted activation doesn’t just present a message, it embeds it deep within the audience’s subconscious.

Movement and interaction: the missing elements

It’s not enough to stimulate passive senses. Physicality – how people move through a space, interact with objects, engage with technology – can define an experience. A static space feels like an exhibition, but an interactive, dynamic one feels alive. This is where brands can go beyond just telling a story to making audiences physically participate in it.

The science of sensory memory

Science backs what experiential designers already know: multi-sensory experiences create stronger, longer-lasting memories. Studies show that engaging multiple senses boosts recall and emotional attachment. This is why a carefully curated brand activation can feel more personal than a digital ad or a billboard. It becomes something people don’t just see, but truly experience at a deeper cognitive level. Brands that embrace this are creating more than campaigns; they’re creating memories that live on in the mind of their audience.

Designing for the after-effect

The best multi-sensory activations don’t just create impact in the moment, they linger. The taste of a bespoke cocktail designed to reflect a brand’s personality. The feel of an unusual material used in a surprising way. The soundtrack that plays in your head long after you’ve left. These details transform a fleeting experience into a long-term connection. They ensure that when your audience thinks of your brand, they don’t just remember it, they feel it.