Unique Collaboration to Develop “Gotemba Outlet Original Aroma” Using AI Analysis Enhancing Shopping Memories with Scent
Joint Release by Mitsubishi Estate・Simon Co., Ltd. and CODE Meee Inc.
Gotemba Premium Outlets (Location: Gotemba City, Shizuoka Prefecture; Operator: Mitsubishi Estate・Simon Co., Ltd.; President: Masaki Yamagishi), one of Japan's largest outlet malls, and CODE Meee Inc. (Headquarters: Nishi-ku, Yokohama City; President: Kenji Ota), which provides optimal scents for individuals and companies based on data, have jointly developed an aroma that captures the refreshing and open world of Gotemba Premium Outlets surrounded by the nature of Mount Fuji.
Starting with the summer festival event “Gotemba Night!! 2024,” which features spectacular fireworks displays within the outlet from Saturday, July 27, this aroma will be installed throughout the facility.
Development Background
The desire of the Gotemba Premium Outlets staff to provide visitors with an exciting and enjoyable time and memorable experiences, combined with CODE Meee’s value of creating a new lifestyle of scent and technology, led to the joint development of an original aroma. This aroma aims to make the time spent at the outlet an unforgettable memory by engaging the sense of smell, which is particularly linked to memory.
The development process involved various facility information about Gotemba Premium Outlets, analyzed through text mining and AI by CODE Meee. Keywords representing the scent expression of Gotemba Premium Outlets were created, and a scent was formulated using 100% natural plant-based fragrances. The refreshing scent, harmonizing forest blessings, fresh fruits, and transparent herbs, embodies the world of Gotemba Premium Outlets, surrounded by the nature of Mount Fuji and enjoying open outdoor spaces.
This aroma will be installed at the information center, parking elevator halls, and at the “Gotemba Night!! 2024” event venue, starting from Saturday, July 27. The aim is to provide a pleasant shopping experience enveloped in a comforting scent, leaving visitors with vivid memories even after they return home. Please enjoy a memorable day at Gotemba Premium Outlets.
Thoughts from the Developers
"Making the Time Spent at Gotemba Premium Outlets a Memorable Experience Engraved in the Senses"
(Katayama, Gotemba Premium Outlets Management Division)
We want visitors to take home unforgettable memories of their time at Gotemba Premium Outlets and feel the urge to return someday. This led to the concept of an original aroma that can be enjoyed through the sense of smell, which is strongly linked to memory. In creating an original scent that can only be experienced at Gotemba Premium Outlets, we collaborated with CODE Meee, who create new lifestyles with scent and technology. The developed scent evokes the openness and richness of the greenery at the foot of Mount Fuji.
We hope that the scent, combined with the open and refreshing atmosphere, will enhance the enjoyment of shopping at Japan's largest outlet mall, and that the time spent there will become unforgettable memories engraved in the senses of our visitors.
Details of the Developed Aroma
Conceptualized as "Fresh and Natural," the scent evokes rich, green nature, blended with refreshing, transparent herbs, expressing the freshness of Mount Fuji and the openness of its great outdoors. The aroma is crafted using 100% natural plant-based fragrances, including essential oils of fir, sweet orange, fresh lavender, and tea tree, and is eco-friendly and sustainable, utilizing forest-extracted oils.
This sustainable and natural scent, feeling the blessings of the forest, expresses the openness of Gotemba Premium Outlets, surrounded by the nature of Mount Fuji, and the joy and excitement of the shopping experience.
Aroma Installation Locations
1. Permanent Installation
Starting from Saturday, July 27, original aroma diffusers will be installed at various locations within the outlet, creating a refreshing and open space that enhances the enjoyment of shopping surrounded by nature.
- Installation Period: July 27, 2024 (Sat) – March 31, 2025 (Mon) (excluding facility holidays)
- Operating Hours: 10:00 – 20:00 (according to facility operating hours)
- Installation Locations: 6 locations within the outlet
- Information Center (WEST ZONE): 1 location
- Welcome Center (HILL SIDE): 1 location
- Elevator halls on the 1st floor of each parking garage: 4 locations (P2, P4, P5, P7)
2. Linked with Fireworks Event Installation
The aroma can also be enjoyed at the summer festival event “Gotemba Night!! 2024,” featuring spectacular fireworks and gourmet stalls. This year's theme is "Experience Gotemba HANABI with All Senses", where visitors can enjoy the aroma developed in this project, in addition to the sights and sounds. Experience the scent along with the special fireworks displays.
- Event Dates: July 27 (Sat), August 3 (Sat), 10 (Sat), 17 (Sat), 24 (Sat), 31 (Sat)
- Event Hours: 19:30 until the end of fireworks
- Installation Locations: 3 locations within the outlet
- WEST ZONE: Plaza in front of Gap
- EAST ZONE: Ohana Terrace
- Hope Bridge
- HOTEL CLAD: 1 location (Entrance Lobby)
Development Process
Using CODE Meee’s scent data accumulation and analysis technology, keywords and colors representing the facility image of Gotemba Premium Outlets were extracted from various facility information through morphological analysis of social media posts and related press releases. These words and images were converted into unique scent expressions to create an original aroma that embodies the world of Gotemba Premium Outlets.
【STEP 1】
Through morphological analysis by CODE Meee, various facility information about Gotemba Premium Outlets, including social media posts and related press releases, was text mined, and keywords were extracted to analyze the personality and value of Gotemba Premium Outlets.
【STEP 2】
Based on the keywords, colors, and image concepts generated from AI analysis, three scent expressions were created using CODE Meee’s unique scent information:
- “Fresh and Natural” (a fresh and refreshing scent evoking nature)
- “Forest Green” (a forest bath-like scent evoking rich greenery)
- “Bright Citrus” (a bright and vibrant citrus scent)
【STEP 3】
The three scents based on the AI-derived keywords were formulated using 100% natural plant-based fragrances blended with clear forest oil, and were repeatedly tested and adjusted on-site at Gotemba Premium Outlets, resulting in an original aroma that embodies the world of Gotemba Premium Outlets.
“Gotemba Night!! 2024” Event Overview
We will hold the summer festival event “Gotemba Night!! 2024,” where visitors can enjoy spectacular fireworks displays set to music and gourmet stalls. First held in 2022, this summer event has become a signature experience of Gotemba Premium Outlets. This year's theme is “Experience Gotemba HANABI with All Senses,” offering content that engages all five senses (sight, sound, smell, taste, touch).
For more details, please see the press release.
Details of the “Experience Gotemba HANABI with All Senses” Content:
- Enjoy with “Sight” : Enjoy spectacular fireworks and photo-worthy lantern decorations at scenic spots overlooking Mount Fuji.
- Enjoy with “Sound” : Enjoy the soothing sounds of wind chimes and emotional music accompanying the fireworks.
- Enjoy with “Scent” : Enjoy the original aroma of Gotemba Premium Outlets at designated spots. Experience the refreshing and open scent while shopping and watching fireworks.
- Enjoy with “Taste” : Enjoy food stalls offering treats like Mount Fuji-shaped shaved ice and Fujinomiya yakisoba, perfect companions for fireworks.
- Enjoy with “Touch” : Experience the festival feeling with yukata rental and dressing services available for on-the-day reservations.
Overview of Gotemba Premium Outlets
Gotemba Premium Outlets is a leading shopping resort in Japan, offering shopping, dining, and entertainment against the backdrop of the World Heritage site Mount Fuji. It comprises three areas: WEST ZONE, EAST ZONE, and HILL SIDE, with around 290 stores, including luxury and renowned brands, and dining options. The site also features HOTEL CLAD and the day spa Kinohanano-yu operated by the Odakyu Group, as well as a mini amusement park.
- Location: 1312 Fukasawa, Gotemba City, Shizuoka Prefecture, 412-0023
- Operating Hours: 10:00 – 20:00 (may vary seasonally)
- Closed: Once a year (February)
- Website: Gotemba Premium Outlets - PREMIUM OUTLETS®