Getting in the mood: Haus sells scents using visual clues

21.01.2015 Haus : Candles : Synaesthetic Selling
HAUS x Sully Sullivan HAUS x Sully Sullivan
HAUS x Sully Sullivan HAUS x Sully Sullivan
HAUS x Sully Sullivan HAUS x Sully Sullivan

New York – Interior design firm Haus has launched a new range of candles using mood boards to capture the essence of each scent.

In homage to the Pinterest generation, each of the 10 candles in the collection has been explained through a playful, visually surprising mood board, photographed by Sully Sullivan.

The Club Haus Candle, for example, a sandalwood, amber and cardamom creation, is represented by a well-worn collection of boys’ toys, arrows, home-made catapults and old trophies of victories past.

The mood boards were created to help customers identify which scent best suits their personality.

‘I think the perfect example that came to mind as I was trying to conceptualise these images was cookbooks,’ Haus founder Nina Freudenberger tells LS:N Global. ‘Just with a visual of a finished meal and a list of ingredients, it creates an entire experience. You can decide if that is the right meal for you compared with something that isn’t so appealing. This is exactly how I wanted people to decide which candle scent was right for them.’

For more on the effect that engaging multiple senses has on the retail experience, read our Synaesthetic Selling microtrend.

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