Scent Marketing in the Verkade Experience at the Zaans Museum

Q: What is scent marketing in museums?

Scent marketing in museums is the strategic use of fragrance to enhance visitor experience and storytelling. By introducing carefully selected scents, museums can evoke emotions, memories, and atmosphere that align with the exhibition’s theme. This sensory layer helps visitors connect more deeply with history, culture, and the environment around them.

Q: How does scent marketing improve the visitor experience?

Scent design improves the visitor experience by adding a sensory dimension that complements visuals and sound. In places like the Zaans Museum, scents such as vanilla and chocolate make the environment feel authentic and immersive. This multisensory approach strengthens engagement, emotional connection, and overall visitor satisfaction.

Q: Which scents are used in the Verkade Experience?

The Verkade Experience uses a blend of warm, nostalgic scents inspired by the biscuit and chocolate factory. Visitors encounter soft vanilla notes reminiscent of freshly baked cookies and rich chocolate aromas near the working mill. Together, these scents capture the authentic atmosphere of the early twentieth-century factory.

In the heart of the Zaan region, the Zaans Museum connects visitors with the area’s rich industrial and cultural heritage. To deepen this experience, the museum partnered with Zaluti to introduce scent marketing as part of its storytelling. Within the famous Verkade Experience, visitors are transported into the nostalgic world of a biscuit and chocolate factory — now enriched by an authentic fragrance concept that makes history come alive through scent.

“The addition of scent immediately lets visitors know where they are—before you’ve explained anything. It enhances the experience and deepens engagement, as if you’re truly standing inside a working factory.” — Zaans Museum

About the Zaans Museum

The Zaans Museum is located at the Zaanse Schans and specializes in cultural and industrial heritage. One of its most iconic features is the Verkade Experience, which takes visitors into an early twentieth-century biscuit and chocolate factory.

Industry: Museum / Heritage
Location: Zaanse Schans, Zaandam
Number of locations: 1 (Verkade Experience)
Website: https://zaansmuseum.nl/en/

What is the scent of Verkade Experience?

The scent of the Verkade Experience is warm, nostalgic, and delightfully sweet.Upon entering, visitors are welcomed by soft vanilla tones reminiscent of freshly baked cookies. Near the chocolate mill, a rich chocolate scent fills the space. It instantly stimulates the memory and the senses.

How scent marketing revived the Verkade Experience

Previously, visitors to the Verkade Experience could see and hear the factory and its working machines—but something was missing: scent. The Zaans Museum searched for a way to make the experience more authentic. By adding scent, they aimed to relive memories and deepen immersion, allowing visitors to truly step back in time.

Their goal was clear: sensory depth. And for that, they turned to Zaluti.

Creating a memorable customer journey with scent

Zaluti installed two Zaluti Air:1 Pro Built-in scent machine inside the Verkade Experience. At the entrance, a subtle vanilla scent evokes the warm feeling of freshly baked cookies. Near the working chocolate mill, a delicious chocolate scent was chosen, forming the heart of the historical ambiance. The installation is seamlessly integrated and fully tailored to the space. In addition, Zaluti provides scent management service three times a year: refilling, maintenance, and scent adjustments if needed.

Why scent deepens museum experiences

The impact of scent is immediate. Visitors linger longer, literally breathe in the atmosphere, and respond with enthusiasm: “It smells just like the old days!” The scent adds a tangible layer to the exhibition and completes the overall experience. Staff members notice that scent helps to tell the story, triggering the right emotion right away.

Scent is not decoration—it’s part of the narrative.

Want to discover scent marketing for your museum?

A signature scent can turn a visit into a lasting memory. With scent design, museums and cultural venues can add an invisible layer that deepens emotion, enhances storytelling, and makes history tangible. At Zaluti, we believe scent is not just experienced—it’s remembered. Explore how a tailored fragrance concept can enrich your visitors’ journey and bring your story to life.

Emma Zietz

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Frequently Asked Questions

What is scent marketing in museums?

Scent marketing in museums is the strategic use of scent to enhance visitor experience and storytelling. By introducing carefully selected scents, museums can evoke emotions, memories, and atmosphere that align with the exhibition’s theme. This sensory layer helps visitors connect more deeply with history, culture, and the environment around them.

How does scent marketing improve the visitor experience?

Scent marketing improves the visitor experience by adding a sensory dimension that complements visuals and sound. In places like the Zaans Museum, scents such as vanilla and chocolate make the environment feel authentic and immersive. This multisensory approach strengthens engagement, emotional connection, and overall visitor satisfaction.

Why is scent important in cultural and heritage spaces?

Scent is important in cultural and heritage spaces because it triggers emotional and sensory memories, making experiences more vivid and memorable. In heritage settings, familiar aromas can recreate historical environments, evoke nostalgia, and support storytelling, allowing visitors to “feel” the past rather than just observe it.

Which scents are used in the Verkade Experience?

The Verkade Experience uses a blend of warm, nostalgic fragrances inspired by the biscuit and chocolate factory. Visitors encounter soft vanilla notes reminiscent of freshly baked cookies and rich chocolate aromas near the working mill. Together, these scents capture the authentic atmosphere of the early twentieth-century factory.

How does Zaluti create custom scent solutions for museums?

Zaluti creates custom scent solutions for museums by combining scent marketing expertise with advanced scent machines. Each installation is tailored to the space and story of the exhibition. For the Zaans Museum, Zaluti used Air:1 Pro scent machines to deliver precise, subtle scents that enhance immersion and evoke authentic emotions.

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