Multisensory Value 6 min

Multisensory work is reshaping how we create, experience and value cultural, commercial and artistic experiences. Understanding its value can help us unlock new opportunities, which we expand on below.

Economic value 6 min

Multisensory experiences aren't just novel, they're profitable. The economic value examines how multisensory elements drive revenue, market growth and return on investment in the context of creative industries.

• The economic value of experiences engaging multiple senses has been recognised since the 1990s: Experience-economy theorists Joseph Pine and James Gilmore highlighted that engaging all five senses is a powerful way to design memorable experiences, an economic offering in its own right. They argue that:

Smart shoeshine operators augment the smell of polish with crisp snaps of the cloth, scents and sounds that don't make the shoes any shinier but do make the experience more engaging. Savvy hairstylists shampoo and apply lotions not simply because the styling requires it but because they add more tactile sensations to the customer experience. Similarly, grocery stores pipe bakery smells into the aisles and some use light and sound to simulate thunderstorms when misting their produce.¹⁰

• Industries built on immersion are booming: For example, theme parks, which are inherently multisensory, are valued at $64.6B (global market; 2023), which is projected to nearly-double by 2032 (~$113B) due to growth at ~5–6% per year.¹¹

• Multisensory elements could represent competitive differentiation and attract new audiences: Offering something beyond standard audiovisual presentation can attract new audiences and encourage repeat visits.¹² This may open pathways for entirely new forms of entertainment, art, training and communication.

• Multisensory engagement was listed as one of the top 10 drivers of brand engagement in VML Intelligence 2023 report¹ (i.e. answers to question "I'd be more likely to purchase a brand if it..."), alongside factors such as inducing intense emotion, transporting people to another world and creating a sense of connection to something bigger, while bringing a sense of joy ranked highest overall. However, the importance of multisensory engagement varies by generation: Gen Z and Millennials rated multisensory brand engagement as less influential, whereas Gen X and Baby Boomers placed greater value on it.

• Return on sensory investment (ROSI) is poorly researched but the field of sensory marketing suggests it is promising: Some statistics suggest that sensory marketing increases sales by 10%.¹³ Academic research observes similar trends, such as research conducted by the University of the Arts Helsinki suggesting that playing nature sounds in a supermarket increased the sales.¹⁴

• However, m u** ltisensory can be cost-intensive**: It often demands more computer power, equipment and additional operational support. Integrating multisensory elements may also require extra time and staff for setup and onboarding.

Social-emotional and cultural value 4 min

The social-emotional and cultural lens focuses on the impact of multisensory experiences on individuals, communities and culture. Evidence suggests that integrating multiple senses can increase emotional engagement, foster pro-social behaviour and social connection. Engaging multiple senses can also support more accessible experiences by offering alternative ways for people with diverse sensory needs to experience stories, particularly when traditional media has heavily relied on sight or sound.

• Multisensory integration amplifies aesthetic experiences: Recognition of the social-emotional impact of multisensory integration goes back to the 19^th century, with the foundation of the field of experimental aesthetics and its founder, Gustav Theodor Fechner, emphasising the importance of multi-layered experiential perception, including engagement of multiple senses, for rich aesthetic experiences and full appreciation of beauty.¹⁵

• Multisensory can engage audiences in more meaningful ways: Experiences that stimulate multiple senses have the potential to engage their audiences in more active and meaningful ways. For example, in museums the field of sensory museology has emerged in response to traditionally hands-off, visually dominated approaches (single-sense epiphanies).¹⁶ Evidence now shows that novel and immersive approaches can create more engaging and memorable museum visits.^12,17 Our senses are deeply tied to our emotions: music,⁸ colour,⁹ texture¹⁰ and even scent¹¹ can powerfully shape mood and audience response, creating more impactful narratives. Multisensory elements make experiences more compelling and immersive, leading audiences to feel more present and connected, boosting satisfaction.¹⁸

• Stimulating multiple senses can boost well-being in virtual environments: In one study exploring virtual urban green spaces, participants experienced different combinations of sensory stimulations, with eight possible combinations. Those exposed to four or five senses (visual, auditory, olfactory, tactile and taste) showed the most positive impact on blood pressure recovery and psychological recovery, compared with groups receiving fewer sensory inputs (such as audio + visual only). However, this is just one study in relation to a particular type of virtual environment (nature), and there is a big research gap in terms of understanding which senses and which combinations have the best impact on physiological and psychological well-being.¹¹

• Smell and memory are strongly intertwined: The connection between memory and smell is well-researched and evidenced, as the two brain centres are strongly linked – think of how a specific smell can instantly bring to mind a past moment.¹⁹ Therefore, it is unsurprising that multisensory learning is a well-supported research area.²⁰ Multisensory experiences are often more memorable long after they occur; when multiple senses reinforce the same idea, learning tends to become stronger and more memorable.^21–23

• Multisensory for place-making and preserving cultural heritage: It is increasingly recognised that engaging multiple senses could play a role in facilitating cultural understanding and connections. Such approaches are increasingly used in tourism to facilitate cross-cultural connections (e.g., food experiences)²⁴ and cultural heritage documentation (e.g., sensory heritage experiences). ²⁵

• Multisensory design can also enhance accessibility and inclusion: Multisensory design provides information through multiple sensory channels, offering alternative ways for people with diverse sensory needs to access and enjoy experiences.^26,27 Many of these approaches, such as audiobooks and subtitles,²⁸ have become popular in their own right. For example, many museums are moving towards multisensory exhibits as a way of making their collections more accessible for those with visual impairments. Research conducted with scented guided tours in the Rijksmuseum, Amsterdam, reported that visitors who were blind or had low vision felt more engaged and understood the artistic objects better through olfactory stimulation.^29,30 Inclusion considerations are elaborated on throughout.

• When sensory input becomes overwhelming, guides and refuge spaces are equally important: When discussing inclusion and sensory experiences, one must recognise that not everyone processes sensory information in the same way; some people are highly sensitive to stimuli while others may need stronger input to engage. Therefore, initiatives such as sensory guides and refuge spaces are also extremely important inclusion practices.³¹

• Newly developed experiences can also introduce unexpected barriers: By involving diverse audiences through the production process, from early ideation to final delivery, creatives can identify barriers and make the adaptations needed to ensure experiences are welcoming and accessible for everyone.