Shopping centres’ pioneering new partnership with The White Company makes perfect scents this Christmas

Trinity Leeds and White Rose Shopping Centre have joined forces with The White Company in the run-up to Christmas in a pioneering new partnership that’s not to be sniffed at.

The two shopping centres will diffuse the luxury brand’s signature ‘Winter’ fragrance – with warming notes of cinnamon, clove and orange – and the ‘Seychelles’ scent – which combines bergamot, orange and fresh coconut, with hints of jasmine, amber and vanilla – to enhance the guest experience.

It is the first partnership of its kind between shopping centres and The White Company, and is in direct response to feedback from shoppers which suggested that fragrances would help enhance their in-centre experience.

Working with ScentAir, the popular fragrances will be diffused during opening hours using special diffusers, focussing on a ‘scent of arrival’ at entranceways, as well as bathrooms and other key areas such as guest services.

Steven Foster, Centre Director at Trinity Leeds and White Rose, said: “We want to create memorable moments each time our guests visit, and we are constantly exploring new ways to elevate their experience.

“For us, this means going beyond what people might expect for a shopping centre and bringing our places to life by stimulating the senses – from scents to sounds and tastes to textures.

“The White Company is well-known for its luxurious scents, which have traditionally been filling homes with signature fragrances for years. We want to recreate this welcoming ambiance across our retail destinations, so that guests feel welcomed from the moment they walk in.

The new scent strategy is in response to feedback from guest surveys, which suggested that fragrances would improve their experience, and follows a recent music strategy that aims to ensure background music enhances the atmosphere.