Multisensory marketing in designing public spaces, food halls and restaurant concepts

The article discusses issues of research and practical experience in multisensory marketing: the ability to draw up marketing strategies and implement them based on experimental activities; predict what types of advertising, product design, packaging will evoke strong emotional responses, create effective and attractive marketing plans considering the consumers’ behavioral characteristics in restaurant services, in operating public services spaces. The authors present characteristics of multisensory branding, one of the key functions of multisensory marketing. The article through the techniques and methods of creative advertising technologies used in “Food Hall case” describes the restaurant concept of spatial perception by a person of a certain territory or public space. Effective techniques and methods of a multisensory approach are shown in the design of public spaces and the functional environment of restaurant premises. In the process of the research and practical activities, it was revealed which types of advertising, product design, packaging will evoke strong emotional reactions, create effective and attractive marketing solutions in the process of designing public food spaces and restaurant concepts.