Hope you can answer the following questions so that I can write a snip to recommend Equal Strategy to our readers.

– What makes Equal Strategy’s services stand out from other companies?

One word covers this – Quality. This is reflected through our consultative approach and everything we do. Quality comes first before price.

Equal Strategy is first and only business in Asia to help brands differentiate themselves through the use of music and scent based upon decades of scientific behavioural research and applied in a brand context. Our fragrances are not mid range “walls of scent”, but beautiful fine fragrances designed by perfumers who have designed perfumes and aftershaves for Bulgari, Chanel, Escada and Dunhill. Our music library has over eight million tracks and is significantly larger than what others. Our service model is client centric, so we do all the hard work.

– What kinds of events does Equal Strategy specialise in?

Helping brand leverage two of the most under valued senses – olfactory and auditory stimuli.

– What events, specifically parties (whether private or not), has Equal Strategy curated music+scent for? Please list a handful of small to large-scale events, whether for well-known brands or personalities. 

Several of our Private Bank clients have asked us to help with their high nett worth client events. Most asked us to curate the music to set the tone and feel, provide the audio system and ensure everything runs smoothly throughout the event. All deployed their brand signature scent as part of their integrated sensory experience – for small events we use a range of portable units to suit each of the different environments. This builds consistency in the brand experience, and strengthens their brand equity in the clients’ mind.

In 2011, We had an interesting small event for Capitaland at the black and white bungalow located at the Botanical Gardens – the event was visited by President Tony Tan and his wife. The scent was designed to capture the essence of Capitaland’ two hybridised orchid species, Cattleya CapitaLand and Phalaenopsis CapitaLand, and was diffused throughout the bungalow and across the garden to the guest arrival point.


From eight years ago, Luxury bespoke jeweller, The Jewel Box, wanted to do something special different for their small client gatherings. It’s Managing Director Vinod Moore contacted us and got us involved – no more than twelve people per gathering, so to create a sophisticated, modern and intimate setting, an amber twist with sparkling citrus top notes and an oriental lounge theme was curated to set the mood.

Podium Lounge is a high nett worth event for the A-list jet set formula 1 – For the past three years we’ve diffused a range of fine fragrances, for 2016 we used another one off scent, a beautiful floral green lily with twists of bergamot and ginger, coupled with curated music over the three days for its CEO & founder, Robbie Hoye-Cock.

UOB worked with us to create a unique sensory experience at their Privilege Banking suite at Marina Bay Sands – the branch was used test new service concepts with food and beverage playing a key role in service delivery. A signature scent and curated playlist reflect the minimalistic design concept with an Asian undertone.

Also for Singapore Formula 1, we scent the outdoor concert area of the Padang. Scenting outdoor areas is a lot more challenging than indoors, due to the dynamics of mother nature, but using high output equipment designed specifically for large areas, makes it a breeze.

Fine Palate is a leading gourmet catering company in Singapore, with a spectacular track record of high end events. I work closely with its founder and conceptualiser, Heather Berrie, and created the scent and music dimensions to several of her events.

– When curating music+scent for an event, is the project undertaken by a single person at Equal Strategy, or a team of people? May I know what you call the ‘curators’ at your company?

I own the creative role and oversee the project, from conceptualisation through to delivery and post project reviews.

Within our team, our “Sensory Managers” account managers work with clients on the finer details. Fulfilment is overlooked by our “Client Services” team who ensures the technical aspects (coordination of engineers, equipment, manufacturing of fragrance, configuration and replenishing) all happen exactly when they should.

– How can our readers get in touch with Equal Strategy should they require your music+scent curation services?

They contact us through our website www.equalstrategy.com or reach me directly by email simon.faure-field@equalstrategy.com

– What are your hire rates like?

For elements that have such a high touch and memorable impact with guests for an event, our fees are often single digit percentages of the actual project cost.

Additionally, if you can share any high-resolution photos of past events where Equal Strategy curated the music+scent, that would be helpful too.

Hope you can get back to me soon, thank you!