Equal Strategy Enhances Sensory Experience

This year takes the event raises the bar.  After having to turn lights off at 10.30pm last year and ending the amazing programmes that got its dancing audience at Marina Bay Sands’ Event Plaza over the course of three days, Sing Jazz is working its magic this year.

Scent Marketing

Regulatory restrictions prohibit late-night music outdoors, so the organisers are taking the entertainment indoors by building a pop-up nightclub capable of housing 4,000 at Marina Bay Sands Convention Centre, complete with full service and VIP areas, a concert-style stage, state-of-the-art sound and light system, and ambient scenting.

Scent diffusion systems

Equal Strategy, the only scent marketing and music styling consultancy in Asia whose work is based on scientific behavioural research and applied in a brand content, will be installing scent diffusion systems throughout the pop-up nightclub, and will gently fill the environment with refreshing bergamot and mandarin top notes, and to continue the jazz theme; white rose, cedarwood, amber, musk and vanilla.

Basement Jaxx Jazz Scent Marketing

Robbie Hoyes-Cock, director of Sing Jazz – The Late Show, has this tip for guests to last the night: “Have a lie-in on the day of the show, drink plenty of champagne and be sure to wear those dancing shoes.”

The Late Show presented by the Singapore International Jazz Festival takes place on Friday and Saturday, March 31 and April 1, Sands Expo and Convention Centre, Hall F, Marina Bay Sands.