Fashion has always been a feast for the eyes. The shimmer of silk under the lights, the architecture of a perfectly cut silhouette, the drama of a model’s stride — it’s a visual art form at its core. But the world’s most forward-thinking designers and event producers are awakening to a truth that Air Aroma has long championed: the most memorable experiences don’t stop at what you see. They extend to what you smell.

Scent has quietly evolved from a product afterthought into a strategic storytelling layer of runway shows that deepens emotional engagement, enhances brand identity, and makes fashion moments unforgettable. At Air Aroma Australia, we’ve had the privilege of bringing scent to life at some of the country’s most iconic runway events, from the legendary collections of Carla Zampatti to the electric energy of Melbourne Spring Fashion Week and the prestige of Mercedes-Benz Fashion Week Australia. Here’s what we’ve learned, and why scent on the runway is more than a trend.

Why Scent Belongs on the Runway

Think about the last time a smell transported you somewhere instantly; a perfume that reminded you of someone, the scent of a particular place that flooded back a memory. That’s not coincidence, it’s science.

The olfactory system is the only sense with a direct neural pathway to the limbic system, the part of the brain responsible for emotion and memory. When a guest walks into a scented runway event, they don’t just observe a collection; they feel it. A signature scent woven into the atmosphere amplifies every other sensory element, deepening the emotional resonance of the clothes, the music, the lighting. Modern designers are turning to fragrance not just as an atmospheric enhancement, but as an integral narrative device.

For designers, this is an extraordinary opportunity. Scent can communicate what even the most stunning garment cannot: a mood, a world, a feeling that lingers long after the final look has walked. Scent sets the tone of the space. Spicy, peppery scents can evoke a witchy night, while metallic aluminum notes can hint at Neo-futurism. Fresh citrus notes can signal youthfulness and renewal. Design houses with a strong vision will commission a custom signature scent specifically for the show and launch.

How We Scent Fashion Runways

Scenting a runway is both an art and a precision science. At Air Aroma, we approach each event as a bespoke sensory brief, working closely with designers and creative directors to ensure the fragrance is an extension of their vision, and never a distraction from it.

The technology behind the experience is our cold-air diffusion systems. Unlike heat-based diffusers, our commercial-grade scent machines use cold-air technology to atomise fragrance oil into a fine, dry mist that disperses evenly and invisibly throughout a space. There’s no residue, no staining, and no overwhelming blast of scent. The result is a subtle, consistent presence that envelops guests without dominating.

For a runway environment, we carefully calculate the volume of the space, airflow patterns, and the duration of the event to calibrate scent intensity with precision. Too little and the effect is lost; too much and it becomes the story, for all the wrong reasons. The goal is always to create something guests feel without necessarily being able to articulate why the room feels so extraordinary.

We also work with our in-house perfumers to develop or select a fragrance that aligns with the collection’s narrative. A resort collection calls for something different to a structured, architectural winter range. We consider notes, strength, and longevity — the same way a fashion editor considers fabric, cut, and colour. By diffusing complementary scent throughout the venue, brands establish an olfactory environment that matches the collection’s mood.

Our Fashion Week Clients

Carla Zampatti
Working with the house of Carla Zampatti was one of our most meaningful collaborations. Zampatti’s legacy is one of refined elegance — garments built for strong, sophisticated women who know exactly who they are. The scent brief was clear from the outset: timeless, polished, and quietly powerful. We curated a fragrance that complemented her palette of rich tones and clean lines, a scent that felt as though it had always belonged in that room. For guests, it was an invisible finishing touch to an already immaculate presentation.

Romance Was Born
Few Australian labels embody pure creative abandon quite like Romance Was Born. So when we were invited to partner with the brand and Melbourne Fashion Festival (VAMFF) to create a bespoke runway scent for their Bush Magic show, we knew the fragrance had to be as fearlessly original as the collection itself, and authentically, unapologetically Australian. We developed a scent that drew directly from the landscape that inspired the collection — crisp eucalyptus and fresh lemon myrtle mingling with pine, manuka, and red thyme. Airy, clean, and unmistakably of this country, the fragrance offered a fresh and modern take on the native bush without ever feeling predictable. Like the garments themselves, it captured what designer Anna Plunkett describes as the “endless optimism of childhood dreams and the free spirit of the outback.”

Manning Cartell
When Australian sister trio and fashion powerhouse Manning Cartell came to us, they wanted a true signature fragrance that could stand as an expression of everything their brand represents. Known for glamorous designs, rich colours, high-impact prints, and an aesthetic that plays on strength and beauty, Manning Cartell needed a scent as distinctive as their collections. The result dances between spice and seduction: warm leather nuances of coral saffron open the fragrance, giving way to the dark, earthy depth of patchouli wood. Soft white suede adds a velvety musk, and the whole composition settles into the deep, smoky sweetness of sandalwood — rich, considered, and unmistakably Manning Cartell. For the star-studded guest list, it was a genuinely multisensory fashion moment, the kind that stays with you long after the last look.

Melbourne Spring Fashion Week
Melbourne Spring Fashion Week is one of Australia’s most celebrated celebrations of local design talent, and scent plays a beautiful role in setting the scene for the season ahead. Spring, by nature, is a sensory reset — the return of warmth, bloom, and lightness. Our brief across Melbourne Spring Fashion Week events has always been to capture that optimism: fresh florals, green notes, and a brightness that mirrors the energy of the season. The result is an atmosphere that feels inherently aspirational, perfectly in step with the collections on show.

Mercedes-Benz Fashion Week Australia
The prestige of Mercedes-Benz Fashion Week demanded something equally considered. With international press, industry insiders, and the most influential names in Australian fashion filling the front row, every detail of the event needed to speak to excellence. We delivered a sophisticated, understated scent environment that elevated the venue without competing with the collections — a seamless part of a world-class experience.

The Trends Shaping Scent in Fashion

Globally, the conversation around scent at runway events is accelerating. What was once considered a novelty is increasingly recognised as a core component of experiential fashion production.

Several key trends are driving this shift:

Multisensory storytelling is now an expectation, not a luxury. Audiences, whether in person or watching via livestream, have come to expect immersive experiences that go beyond the visual. Designers who engage multiple senses create a more complete world around their collections, and that world is what gets remembered.

Signature scenting is evolving from retail into events. Just as luxury boutiques have long used a consistent house scent to reinforce brand identity, designers are now extending that thinking to their runway presentations. The scent becomes part of the brand’s sensory DNA.

Sustainability and wellness are influencing fragrance choices. There’s a growing preference for natural, plant-derived fragrance ingredients that align with the broader values of conscious fashion. Guests are more scent-aware than ever, and the quality and provenance of what they’re experiencing matters.

Creating Your Signature Runway Moment

Fashion today involves runway shows that are no longer just about what you see. As innovation in design continues to evolve, built environments become more complex to reflect the designer’s world; immersive, sensory sets that sell the concept of their collection. Intricate design and thoughtful production produce experiences that strike a moment, becoming memorable and evoking a feeling. Lighting, sound, textures, scent – they all play a role in the story.

If you’re a designer, event producer, or fashion week coordinator considering scent for your next presentation, here’s what we’d want you to know: the most effective runway fragrances are the ones that feel inevitable. They should make guests think “of course”, as if the scent had always been part of the designer’s world. That kind of seamlessness takes expertise, the right technology, and a genuine understanding of both fragrance and fashion. It’s what we’ve built Air Aroma around.

Whether you’re planning an intimate designer showcase or a large-scale fashion week production, our team works with you from concept through to execution, selecting or creating the perfect fragrance, specifying the right diffusion equipment for your venue, and ensuring flawless delivery on the day. The runway is already one of the most sensory-rich environments in the world. Imagine what it could be with the right scent in the air.

Interested in scenting your next event? Contact the Air Aroma Australia team to discuss your brief.

The post How Designers Use Fragrance at Fashion Week appeared first on Air Aroma Australia.

Vogue Australia turned to us for insights into hotel scenting and the power of scent. In the article “Scents of Place,” we share about the power of scent and its ability to transport you through time, and how hoteliers are taking advantage of olfactory branding to connect more deeply with luxury travellers.

“The part of the brain that processes scent is in our amygdala, which is our ancient brain, so it ties into those primitive emotions,” explains Baker. “It has this deep link to where we process emotions and memory. It means you can smell something and instantly have a memory from 40 years prior, and it’s kind of incredible.”

Asked about emerging trends in ambient scenting in the hotel industry, we discussed hearing more requests for rich, woody amber style fragrances to create a moodier effect in spaces, which pairs with the rise in a maximalist interior design style, where designers are taking more risks with color, pattern, and layering.

“While many hoteliers aren’t as meticulous, the link between scent and status is being increasingly explored. According to Lara Baker from Air Aroma, a company that has created fragrances for brands including Sofitel and Capella, there’s been a move from fresh, lemony scents associated with cleanliness to richer elements of amber and wood. “I think this goes along with the rise in the maximalist interior design style,” she reflects.

An ambient scent can work in a few ways to enhance an interior space – by reflecting the essence, juxtaposing it, or an adjacent attribute, such as the scent of Palo Santo, a warm dry earthy smoke scent used at a beachfront property. Though it doesn’t reflect the saltiness of the sea, it evokes the same sense of calm, relaxation, and spiritual connection that the ocean can conjure. Having designed scents for Capella Hotels, The Calile, Sofitel, Meriton Suites, InterContinental, Mercure Hotels, The Ritz-Carlton, Four Seasons, Hyatt, and many more, each signature scent we design is a collaborative process of brand discovery and refinement that brings a memorable sensory element to each space.

Working with everyone from independent Australian brands to global corporations, we pride ourselves on designing memorable, impactful signature scents for hotels. We’re so proud to be featured in Vogue Australia, a leading Australian lifestyle fashion, culture and media brand, reflecting our commitment to quality, taste, and sophisticated scenting with intention.

Get in touch with us to learn more about our work with Vogue, and to start your scent journey.

The post Air Aroma Featured in Vogue Australia’s December Issue appeared first on Air Aroma Australia.

Scent Identity in Interior Design

Scent as a layer within interior design is essential in really making an impact and providing a holistic experience. Just as the stain of wood, stone material, furnishings size and textures, and choice of lighting all play a role in creating an identity for an interior space, an ambient scent should also be considered and held to this standard. It’s why we offer the same high-powered diffusers used in hotels around the world for your home, and bespoke fragrances that create comfort and inspiration. Infusing your home with a carefully curated scent speaks volumes about the care and intention for the space as well as the desired mood. It’s a medium to express yourself and communicate the personality of your home.

Catt Design & Air Aroma

Sometimes putting everything together so that it has a cohesive message is easier with entrusting the help of a professional designer. They can really help bring your vision to life and offer new ideas while still honoring your style. Catt Interiors, a Melbourne-based interior design firm renowned for its luxury, high-end designs, meticulous finishes, and unwavering attention to detail, offer a range of services to reflect the unique lifestyles of their clients. When they were looking to add luxury scenting to their roster, they tapped Air Aroma to design a signature scent to exclusively offer their clients. Catt Interiors worked collaboratively with Air Aroma to design a custom signature scent, inspired by the founder’s global travels and how deeply scent connects to a sense of place. This, and the desire to bring luxury into daily life, helped inform the creation of Catt Design’s signature scent, Été.

Scent Design Process

Catt Interior’s director and designer, Serafina Catt-Smart shares,

“There’s nothing better than the peacefulness of a home that has a beautiful scent. My initial goal was to find a unique scent that wasn’t what everyone else had in their homes. I definitely understand the olfactory complexities of designing your own scent now. It’s really important to understand your market, your branding, what you want other people to experience from your product. Air Aroma are fantastic. The whole process has just been incredibly fulfilling.”

The signature scent, named Été, is a fragrance designed to transform your home with elegance, luxury, serenity, and comfort. Echoing the elegant, timeless charm of the South of France, including its azure coastline and sun-soaked Mediterranean charm, the name translates to summer.

Catt Designs shares, “With Été, your home becomes a sanctuary, evoking the effortless luxury of a holiday. Picture stepping into a boutique accommodation, where every detail is perfectly curated, and the air is filled with a subtle fragrance that calms and uplifts. That is the experience Été offers, a sensory escape that lets you relive moments of relaxation and indulgence every day. Whether you are hosting guests or simply unwinding after a long day, Été creates an atmosphere of refined comfort, turning any space into a place of beauty and tranquillity.”

Été Signature Scent

Opening with a vibrant blend of citrus and spice, Été transitions into freshly cut florals, finishing with a warm, powdery note reminiscent of classic French perfumes, layered over a smooth woody base. Though inspired by summer, Été is a beautiful fragrance that works well year-round, offering a fresh and sophisticated atmosphere for every season. It captures the soothing and relaxing energy of summer in the South of France, giving inspiration to slow down and tap into serenity at any moment.

Available in bespoke candles and room sprays, contact Catt Design to experience this beautiful signature scent and transform your home into a luxury oasis.

Contact Air Aroma to learn more about creating a signature scent for your brand.

The post Crafting a Luxury Home Experience with Catt Design appeared first on Air Aroma Australia.

Riad Botanica in Marrakesh is a luxurious, tranquil retreat located in the heart of the Medina with an intimate feel of a guest house. The riad blends Moroccan charm with modern elegance, offering a serene escape from the bustling city. Known for its attention to detail and Australian art deco meets Moroccan design, it features beautifully decorated rooms, a stunning courtyard with a towering orange tree, and a rooftop terrace where guests can enjoy delicious breakfasts with panoramic views.

Riad Botanica Scent

When it came time to incorporate an ambient scent for the property, Riad Botanica turned to Air Aroma for our expertise, high quality fragrance ingredients, and sustainability values. Sustainability and efficiency are key design elements of the Riad, so partners were brought in who share the same values and could help bring the mission forward. All of Air Aroma’s fragrances are vegan friendly and IFRA certified aromatherapy fragrances, with no parabens, GMOs, alcohol, or carrier oils. Air Aroma prioritizes and values using natural ingredients, which was important to echo the power of botanicals.

Utilizing an Aroscent diffuser, a dry micro mist of subtle fragrance is diffused at entrance, creating instant allure and marking a sense of arrival to the boutique location. The scent effortlessly blends ingredients reminiscent of the welcoming space with a rich history. Orange wood evokes the warm floral essence present in the orange tree in the courtyard, while patchouli and amber offer a rich depth in likeness to Moroccan luxury. Fresh, floral, and green notes of bergamot, violet, and lavender provide an herbal tranquility that make the fragrance a perfect reflection of the peaceful Riad.

“The soul of Riad Botanica is our beloved centuries-old orange tree, breathing life into the heart of our guest house. My aim with Riad Botanica was to reignite the senses as soon as guests set foot inside and to create a tranquil space for those who wish to slow down, look within, and reconnect to themselves whilst reinvigorating their spirit,” explains Angela Mellak, founder, designer, and owner.

Thoughtful Touches

The Riad is a historic space with a residential history for centuries in Marrakech’s 10^th century old Medina, so there is an element of comfort and thoughtfulness to the layout, centered around the majestic courtyard, which serves as a space for respite and reflection; a sanctuary to escape the outside and nourish the soul. Thoughtful care is part of Riad Botanica’s hospitality experience and honors traditional Moroccan hospitality with a greeting of Moroccan mint tea with honey and fresh dates. These thoughtful touches combined with the interior design allows you to experience the rich history and cultural influences that have helped shape Moroccan interior design and architecture. Its beauty lies in the balance between function and decoration, with spaces crafted to evoke peace and reflection. Riad Botanica aims to connect cultures and inspire more conscious travel, all while providing an incredible guest experience, made more memorable by scent.

The post Riad Botanica Fuses Australian Art Deco with Moroccan Design in Marrakech appeared first on Air Aroma Australia.

Air Aroma was honoured to be the official scent journey partner for The Sapphire Dinner 2024, which was held June 20^th to highlight the importance of ocean conservation. Attendees included leaders and philanthropists, art patrons, politicians, marine scientists, and prevalent media. Installing an oceanic style fragrance called Deep Dive via HVAC connected Ecoscent diffusers, the ambient scent filled the space effortlessly, transforming it into an aquatic environment fully realized by the accompanying visuals and soundscapes. The Sapphire Dinner scent worked in tandem with mesmerizing projections, live musicians, dancers, and lighting design reflective of the deep waters.

The Sapphire Project is an Australian-based initiative dedicated to raising funds and awareness for ocean conservation. The project supports organizations focused on protecting and preserving marine ecosystems, particularly the Great Barrier Reef. It aims to unite and inspire communities to take action in safeguarding oceans by promoting sustainability and hosting events.

Scenting A Unique Event Location

Held at the Tank at the Art Gallery of New South Wales, the exclusive event was the first ever dinner in this impressive exhibition space, which has been transformed from a former World War II fuel tank into a monumental art venue. Part of the Sydney Modern Project, this 2,200-square-metre underground tank offers a unique environment for large-scale art installations, with a postindustrial appearance and special heritage character. The Sapphire Dinner scent breathed new life into the space and connected the senses for a memorable and touching effect.

Raising over $1.6 million to safeguard the precious marine ecosystems and the many lives that depend on it, the event was a huge success. Significant funds will go towards supporting Great Barrier Reef Foundation for reef rescue and restoration with additional grants to University of Sydney, Lizard Island Research Station, Biopixel Oceans Foundation, and Australian Sea Lion Recovery Foundation. Fellow partners of the event included Tiffany & Co, Range Rover, and Moet & Chandon. Air Aroma provided a luxury raffle prize of a signature scent package, offering bespoke scent design and ambient scenting services.

Looking to add a unique touch to your next event? Contact Air Aroma for a scent consultation today.

The post The Sapphire Dinner 2024 Scented by Air Aroma appeared first on Air Aroma Australia.

Melbourne Design Week / Adaptive Reuse for Community Connection

Annalisa France from Air Aroma’s global sales team spoke alongside Morris Moor developer Marcus Jankie of Up Property, architect Gaston Nogues of ClarkeHopkinsClarke Architects, and Kapitol Project Manager Jamie Kerr. Attendees were able to see first-hand the transformation of the mid-century Phillip Morris factory site into a sustainable commercial development which saved 19 million kilos of embodied carbon during construction. As part of the demolition program, Kapitol Group achieved a 92 percent recycled rate of materials, undertaking hand demolition of the existing structure.

“The goal was to reuse as much of the existing building as possible. This involved retaining the structure, finishes, flooring and glazing to not only capture the invaluable and non-replicable charter of the buildings but to harness the one-off opportunity of limited environmental impact through adaptive reuse over new construction,” said Marcus Jankie.

There is an abundance of natural light, lush native plants nourished by rainwater reuse, a 460-solar-panel system, and green pedestrian corridors that connect the bustling hospitality precinct with a dynamic mix of commercial, retail, and lifestyle amenities. These elements along with the community focus were important considerations for us when finding our new home. Along with tenants New Balance and Clik Collective, we’re joining a community of creative, forward-thinking businesses.

“We are thrilled to welcome the Air Aroma team to Morris Moor,” says Marcus Jankie, General Manager of Up Property, the owner of Morris Moor. “Air-Aroma’s values and aspirations perfectly align with the vibrant community we are building here. Air Aroma’s innovative approach and global reach exemplify the spirit of creativity and entrepreneurship that defines our precinct.”

“Morris Moor represents an exciting new chapter for Air Aroma,” says Alan Van Roemburg, CEO of Air Aroma.  “As a global pioneer in scent marketing for luxury brands, we are eager to continue crafting unique olfactive logos amongst a thriving community. Our new headquarters at Morris Moor will not only serve as a strategic hub for our operations but also as a testament to our continued dedication to excellence.”

Morris Moor Scent

Our sense of smell is intricately linked to our emotions and memories, influencing 75% of our daily emotions. Through our collaboration with Morris Moor, we are excited to capture the essence of this dynamic precinct in a signature scent, which is diffused in the building, welcoming visitors while reflecting the contemporary style of the precinct.

With scent characteristics of green, woody, and inviting, the Morris Moor scent includes notes of saffron, cedarwood, blond driftwood, violet, tobacco, sandalwood, birch foliage, sage, coriander, and hibiscus seeds.

“We have already had fantastic feedback. No doubt this will add to the uniqueness of Morris Moor, and we truly value being able to have these experiences and connections with the tenants of Morris Moor”, says Marcus Jankie.

Stay tuned for more news about our new office location.

The post Air Aroma at Melbourne Design Week & Morris Moor appeared first on Air Aroma Australia.