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posted on Jul. 28, 2025 at 12:39 pmJul 28, 2025

Beyond visuals: Is sensory marketing transforming UAE real estate branding?

posted on Jul. 28, 2025 at 12:39 pmJul 28, 2025

Aurora Prime Investment's Nathalie Nasr discusses the rise of sensory marketing in property development, which includes brands' strategic use of the five senses; sound, sight, smell, taste and touch to connect with people.

Nathalie Nasr, Marketing Manager, Aurora Prime Investment on sensory marketing

Nathalie Nasr, Marketing Manager, Aurora Prime Investment

In one of the world’s most sophisticated real estate markets, developers in the UAE are facing a new imperative: to sell not just square footage, but emotion, aspiration, and trust. This shift is fueling the rapid rise of sensory marketing in property development.

According to research published by the Journal of Consumer Psychology, brands that engage multiple senses create 70 per cent more emotional impact and generate up to 30 per cent higher brand recall.

Defined as the strategic use of the five senses; sound, sight, smell, taste, and touch, sensory marketing is being adopted by forward-thinking real estate brands looking to create deeper emotional connections with prospective buyer

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Tags:3D interactive digital platform Advertising Aldar Properties Amwaj Development craftsmanship holographic building projection hospitality immersive experiences marketing materiality Nathalie Nasr property development real estate scent marketing sensory marketing Sobha Realty sonic branding taste Touch virtual reality tours

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.