IHG Showcase

IHG Showcase 2026 was designed around connection: bringing clients, colleagues, and partners together to share ideas, strengthen relationships, and preview what's ahead for the IHG network. The brief called for a guest experience that went beyond standard corporate hospitality: something tactile, personal, and memorable that would spark conversation in the room and travel home with every guest.

What Unique Parfum Created

A personalised fragrance activation delivered across both venues: InterContinental Sydney and Crowne Plaza Melbourne. Guests were invited to explore fragrance notes, select their preferred scent direction, and create a personalised fragrance to take away, turning a networking event into a guest-led, sensory brand experience.

How the Experience Worked

Guests explored a selection of 24 French-made fragrances and chose up to three scents to create their own personalised blend. Each interaction took approximately two to three minutes, allowing the experience to move efficiently while still feeling considered and personal. The finished fragrances were presented with custom event-branded labels, including custom InterContinental labels with a luxury gold foil finish.

Operational Details

Every element of the fragrance bar was fully customised to the event. The cloches used for scent discovery, the dispenser bottles guests poured from, and the finished fragrance bottles all carried custom InterContinental branding so the activation read as an integrated part of the showcase rather than a supplier add-on. The experience was delivered across two cities, InterContinental Sydney and Crowne Plaza Melbourne.

The Outcome

More than 400 event professionals attended the showcase, where the fragrance bar created a natural point of interaction between guests, hotel representatives and event decision-makers. The activation received strong positive feedback from the IHG team and gave guests a personalised keepsake connected to the showcase.