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Brief Published: 18 Feb 2011

Hypnotic Shop by Bompas & Parr


London fashion boutique Browns Focus and experimental food enthusiasts Bompas & Parr have collaborated to bring a taste of the sensory, scientific and sinister to Browns’ South Molton Street store during London Fashion Week.

As an experiment in retail-based mind control, consumers are tempted into the store by what psychologists refer to as ‘vertigo therapy’ pinwheels in the window. Once inside, they're greeted by a new installation encompassing more hypnotic visuals, smells and subliminal messages.

Using a raft of established psychological techniques, Bompas & Parr have created an environment anchored in subliminal immersive persuasion. For example, subliminal messages will be integrated into the in-store music, featuring lines such as “you are feeling very sexy… don’t worry about the money… the Alex Wang fits your body like a glove”.

Based on research by consumer psychologist Eric Spangenberg – which reports sales of womenswear as much as doubling when scents such as vanilla are present – they are also planning to spike cleaning products with scent capsules that release aromas when customers walk through the store.

With Browns’ three other stores (also on South Molton Street) acting as controls, sales data will be analysed after the experiment to gauge just how significant the psychological interventions were.