A scent that evokes unique British style, and brings warmth and energy to the cars on display.

We created an aroma for all JLR’s global dealerships, designed to lift the experience of the vehicles and convey the emotions of the brand, while also helping customers feel more open to investigate the cars and spend more time exploring the space.

The scent was to convey the feeling of 'Extraodrinary British'. With design agency EightInc. citing the likes of Peter Blake, Vivenne Westwood, Paul Smith and Anish Kapoor as references for an unconventional, vibrant and unique style of Britishness that the brand stands for.

Taking classic British tastes and ingredients, and insights from sensory research into the effects of aroma of emotions and behaviour, we set guidelines and a brief for the JLR brand scent.

With a pool of our brand ingreidents we began blending the scent. A lot of long meetings took place, with a whole lot of smelling going on.

The chosen blend was tested at the Geneva motorshow. Results showed a positive emotional response from customers, and a significant increase in the time people spent exploring cars on the stands; even while competing with all the other sensory noise in a huge exhibition hall.

That's the pervasive power of smell.