Last updated: 28 July 2026

Integrating interior landscaping and professional ambient scenting in shopping centers supports a welcoming arrival and increases overall retail environment appreciation. Field research conducted by research agency Consumatics on behalf of Ambius shows that a well-maintained entrance featuring plants and subtle scent positively contributes to spatial comfort and general visitor satisfaction.

The effect of planting and scent on first impressions

The physical retail environment directly shapes how visitors experience a venue. On behalf of Ambius, research agency Consumatics carried out a pilot study at the Kanaleneiland Shopping Center in Utrecht. Entrance points were fitted with tailored plant displays and discreet scent diffusers.

Because entrances and exits form the initial physical touchpoint, they largely dictate the visitor's overall first impression. During the trial period, approximately 500 consumers were surveyed regarding their spatial experience, testing two fragrance compositions: a citrus aroma (mandarin) and a fresh ambient scent. Visitors rated the shopping mall atmosphere without prior knowledge of the ongoing study.

Research findings: spatial experience and hospitality

The findings from this specific pilot demonstrate that a thoughtfully designed spatial layout positively supports retail visitor perception:

  • Positive atmospheric appraisal: Visitors rated entrance zones featuring planting and ambient fragrance as significantly more welcoming and agreeable.
  • Higher overall appeal: The general assessment of the retail environment increased consistently throughout the research period.
  • Fulfilling visitor experience: Surveys indicated that shoppers felt more comfortable in a well-maintained, inviting environment, contributing to a more enjoyable overall experience in the shopping centre.

In practice, we observe that combining high-end interior landscaping with a tailored fragrance scheme creates a calm, professional ambiance. When visitors feel at ease, they experience their shopping visit as noticeably more pleasant.

Multi-sensory alignment as a spatial strategy

While retail design traditionally focuses on visual merchandising, engaging multiple senses deepens customer experience. A deliberate mix of subtle fragrance and premium interior landscaping empowers property owners to establish a signature commercial ambiance.

Wenda van Kielstra, researcher at Consumatics, highlights the core methodology of the study:

"Through this on-site study, we evaluated the effects of fragrance and interior planting on visitor perception within shopping centres. While commercial design frequently prioritises visual signage and messaging, this research demonstrates that subtle sensory stimulation effectively supports the overall spatial experience."

Practical insights from our experts

"Our specialists note that property managers and retail operators continuously seek responsible methods to enhance spatial comfort across shopping arcades. Positioning stylish planter troughs and precise scent dosing along circulation routes creates a harmonious, inviting ambiance."

Discover how to elevate spatial comfort across your commercial property. Contact our team today for tailored advice on interior landscaping, ambient scenting, and living green walls.