Air Wick has created “The House of Fragrances” in Madrid, an ephemeral pop-up open to the public for one day that functions as the starting point of a new strategic stage for the brand. The space, located in La Cristalería and developed together with Havas Creative, has been conceived as an immersive experience that transfers the new positioning to the physical level: stop talking about functionality to start building a discourse around the power of smell.
The movement responds to a clear change in the value proposition. As explained by Claudia Aldabó Hernández, Senior Brand & Trade Marketing Manager in statements to reason.Why: “It is no longer just about combating bad odors, but rather creating spaces through fragrance.” The brand thus shifts the focus from the device to the sensory result, aligning itself with a more emotional and experiential proposal.
The pop-up is articulated as a journey through the five senses, with different stations designed to explore Air Wick fragrances from an immersive perspective. Each space recreates a sensory universe associated with aromas such as Cherry Blossom, Lavender Fields or Nenuco, integrating visual, tactile and sound elements to amplify olfactory perception.
The experience has also served as a showcase for the evolution of the product portfolio. Air Wick has reformulated its fragrances, incorporating a higher concentration of essential oils, and has expanded its range with new proposals such as Fresh air and cotton or the Aromas of the World collection. With this, the brand seeks to go beyond traditional fresh aromas to offer a broader palette, capable of adapting to different moods, moments and spaces.
The event included the participation of Adrián Carrera, known as “the nose of Spain”, who led a masterclass to delve deeper into the characteristics of each fragrance. In addition, the experience has been extended to the gustatory level with non-alcoholic cocktails inspired by aromas, reinforcing the multisensory approach to activation.
The presence of content creators and influencers has made it possible to amplify the scope of the action beyond the physical space, generating conversation around a category that seeks to reposition itself from codes closer to perfumery than to a functional product.
Thus, “The House of Fragrances” is not considered as an isolated action, but as the beginning of a change in Air Wick’s communication. From now on, the brand will focus on smell as a central element of its narrative, moving away from the technical attributes of the device. to build a story more linked to experience, emotion and the creation of atmospheres.
