Multisensory retail furniture – touch, scent, and sound in retail fixtures

Today, a brick-and-mortar store must offer a rich shopping experience that goes beyond simple interaction with products. In such spaces, furniture is no longer just a functional element of display — it becomes a multisensory touchpoint with the brand, engaging all of the customer’s senses.

Touch as a new language of sales

Emerging trends in retail furniture design emphasize textures and materials that encourage physical interaction. Display units featuring built-in samples of various textures – from rough wood to smooth metal or soft fabrics – allow customers to literally feel the brand. Interactive surfaces equipped with haptic technology in counters and information desks provide tactile feedback, enhancing emotional engagement with the shopping process.

Nike, for example, uses interactive surfaces and touch-responsive technology in its flagship stores to deliver product information. One prominent example is the “House of Innovation 000” store in New York, which features numerous screens and interactive solutions. Customers can scan QR codes on mannequins and products to view available sizes and colors, and even request items to be delivered to a fitting room via the Nike mobile app.

Scent as part of the shopping experience

To create a unique in-store atmosphere, retailers are increasingly using scent distribution systems. Companies now offer scent diffusers for use in stores and commercial spaces, either as standalone devices or integrated into furniture and fixtures.

Subtlety is key — modern systems allow for precise control over scent intensity, which can be adjusted based on the time of day or the customer profile.

One brand known for using scent effectively is Abercrombie & Fitch. Its signature fragrance “Fierce” is dispersed through the ventilation system and also sprayed directly onto mannequins and products by store staff.

Sound integrated into furniture

Furniture with built-in audio systems helps create sound zones within retail spaces. Displays with directional speakers that activate when a customer approaches can deliver personalized product information without disturbing the store’s overall ambiance. Demo tables equipped with integrated audio allow for immersive product presentations.

Neuropsychology in the service of retail

Neuropsychological research shows that engaging multiple senses simultaneously can increase brand recall by over 70% and positively influence purchasing decisions. Multisensory furniture leverages these findings to create comprehensive experiences that stay with customers long after they leave the store.

Brands that invest in multisensory solutions build stronger emotional connections with their customers and stand out in an increasingly competitive marketplace.

Ergo Store – over 16 years of experience

Ergo Store has over 16 years of experience in retail furniture production. We provide end-to-end service – from concept development and visualization, through prototyping and manufacturing, to final delivery and installation on-site. We continuously monitor emerging trends to ensure our solutions meet today’s challenges and customer expectations.

We collaborate with external partners and specialists from various fields to create stores that deliver rich and engaging shopping experiences.