At a professional tradeshow, visitors are bombarded with visual stimuli — and most booths rely on this very channel to communicate. However, those who truly want to make a difference need to activate other senses. Sensorial design is one of the most effective ways to create experiences that are felt, lived… and remembered.

What is sensorial design?

It is the practice of involving the five senses — sight, hearing, touch, smell, and taste — in space conception. Every element is designed to evoke emotions, create connections, and strengthen brand identity.

Exploring the five senses at the booth

1. Sight
   The starting point. Colours, shapes, movement, and light are used to capture attention and guide the gaze. Dynamic lights, projections, and LEDs are great allies.

2. Hearing
   Background music, subtle sounds, or even tailored voice messages help create atmosphere and reinforce the brand’s tone. The right sound can relax, energise, or surprise.

3. Touch
   Unexpected textures, interactive surfaces, natural materials. Inviting touch generates curiosity and makes the booth more immersive.

4. Smell
   Smell is the sense most connected to memory. Customised aromas (lavender, wood, sea, coffee...) help create a sensory signature for the brand.

5. Taste
   Product samples, themed snacks, or gastronomic activations create moments of sharing and connection. A good tasting experience quickly associates with the brand.

Benefits of sensorial design

• Greater emotional engagement with the brand

• Immediate differentiation from visual competition

• Longer-lasting memory of the experience

• Subconscious connection that strengthens the brand’s identity and values

Creating a booth that is seen is good. Creating a booth that is felt is unforgettable.
At PLM Exhibitions, we help brands create multisensory experiences that linger in the memory — even after the event has ended.