10. WELLNESS + SENSES
By Ari Peralta
Advances in neuroscience and neuroaesthetics confirm that, when combined, the senses elevate our human experience. Nature is multisensory and it turns out, so are we. The senses have always been present in wellness. In fact, we subconsciously associate many wellness activities with one sense or another… spa is touch, wellness music is sound, chromotherapy is color, healthy food is taste and thermal is temperature. This siloed approach is quickly changing in remarkable ways.
Now brands are accessing multiple senses simultaneously to better support wellbeing outcomes, amplify wellness experience and influence behavioral change—think using multiple sensory cues in a harmonious way to deepen meditation. With a better grasp on evidence, wellness brands are using multisensory integration as an approach to deepen and amplify felt experiences. From wellness brands to spas to retailers, they are experimenting with playful combinations of light and sound, light and taste, etc., to build connection and more meaningful moments.
Some examples: In Saudi Arabia, the AIUIa Wellness Festival has curated a 360-degree multisensory event allowing visitors to stimulate and elevate all five senses amidst ancient and stunning surroundings; while Six Senses has teamed with mycoocoon to create synesthetic dining experiences, enabling guests to “taste” color and sound, while, in the metaverse, digital sense is becoming a reality, adding scent and touch to sight and sound.
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