01
Scent concept · Strategy first.
What effect should the space create? Should the scent remain local? The concept comes first, device and scent selection follow.
Europa Park · Sensoria · Klimahaus · Rulantica
Scent
for senses.
Sense
for scent.
MAGIC BOX Duftregie realises scent concept, scent creation and scent technology from one source, for theme parks, water parks, museums, science centers, immersive experiences and live events.
Since 1997MuseumsTheme parksEventsWellness
SpaceScentTechnologyOperation
SENSORIA · EUROPA-PARK · KLIMAHAUS BREMERHAVEN · DEUTSCHLANDMUSEUM · RULANTICA · EATRENALIN · KROMBACHER ERLEBNISWELT · THIS IS HOLLAND · FRIEDRICHSTADT PALAST · SHANGHAI EXPO · MUSEUM KUNSTPALAST · SIEMENS SCHWEIZ AG · VODAFONE · SONY STYLE STORE · GLOBUS · HALLOREN SCHOKOLADENMUSEUM · VELUX · 4711 · STAWAG · BSH · L‘OREAL · ZILLERTAL BIER · SENSORIA · EUROPA-PARK · KLIMAHAUS BREMERHAVEN · DEUTSCHLANDMUSEUM · KAUFHAUS STOLZ · RULANTICA · EATRENALIN · HEIDEPARK · DARK PARK · AQUAPARK MANAGEMENT · SCHADOW-ARKADEN · FRIEDRICHSTADT PALAST · AREVA · KINGDOM OF SALT · AUTOSTADT · ARS ELECTRONICA · TELEKOM · SAURIERPARK BAUTZEN · THE WELL · SUPERFLY · TROPICAL ISLAND · KARLS ERLEBNISDORF · PROCTER & GAMBLE · NORDEX ·
What MAGIC BOX does
Scent direction
that works.
MAGIC BOX Duftregie has been creating effective installations for almost 30 years with concept, creation and technology coming from one team.
Special solutions succeed when effect, scent and technology are developed as one coherent system. That is why we create applications, scents and hardware from one source.
Services
From concept to operation
30 years of experience
Made in Germany
02
Scent creation · Authentic fragrances.
MAGIC BOX Duftregie has created a broad portfolio of thematic scents and offers 100% natural room fragrance compositions without additives.
03
Scent technology · Proprietary systems.
AirEnhancer, ScentFlash and Point of Scent are manufactured in Germany, require little maintenance and are built for professional continuous operation.
04
Operation & service · One contact.
From concept and installation to ongoing operation.
05
Refurbishing · Sustainable & efficient.
Used systems are refurbished and reused, technically overhauled rather than discarded, extending the product life cycle.
What we do
Why MAGIC BOX
One team for concept, creation and technology.
MAGIC BOX combines scent concept, scent creation and technology development into one coherent system. The result is solutions that are reliable in operation, economically sound and precise in design intent.
Special solutions
Specialized in special solutions
Every brief is unique. That is why we develop flexible technical solutions with diverse options for integration and control.
Technology independence
Technologically independent
Proprietary systems mean full control over quality and customization, no third party dependencies and short lead times.
Long term operation
Proven in continuous operation
We have served Europa Park for 20 years and Klimahaus Bremerhaven since 2007. Reliable systems are more economical than cheap technology.
Refurbishing
Refurbisher by Nature
Used MAGIC BOX systems are reworked and reused, technically overhauled instead of discarded. Less waste, more value.
Research
Researchers and explorers
We support olfactory research for master’s theses and also employ doctoral researchers because there is still much to discover in this important sense.
Direct entry points
Which space
needs scent?
What effect should the space create? Should the scent be local, atmospheric or precisely timed? The concept comes first, device and scent selection follow.
Museums and exhibitions
Make history, nature and art tangible through scent
Stations, eras, landscapes and exhibits with controlled scent moments.
EraExhibitRoute
Theme parks and experience spaces
Immersion for attractions and shows
Scent effects synchronized with media, rides, queues and themed scenes.
ShowRideQueue
Escape rooms and rides
Use pleasant and unpleasant smells precisely
Smells for tension, orientation, training, storytelling and surprise.
HintAlarmSpecial scent
Large areas and ventilation
Natural room air optimization
For halls, hotels, wellness, retail and buildings with ventilation integration.
HotelSpaBypass
Point scent effects
From whiff to blast, exactly at the right moment
Short scent impressions for media, interaction,stations and exhibits.
Media pointInteractionNearby range
Unclear case
Have the project classified
If the space, airflow or scent objective are still open, start with a short classification.
IdeaSketchFirst call
Project finder
Choose a space. Open details.
Museums and exhibitions
Make exhibits, eras and guided routes smellable.
For exhibitions, science centers and themed rooms. Scent is linked to stations, scenes or media points and strengthens memory, orientation and atmosphere.
EffectMemory and atmosphere
TechnologyPoint of Scent, MultiSense
Project logicStation, scene, route
Theme parks and experience spaces
Scent synchronized with ride, show and queue.
For attractions, flying theaters, indoor scenes and queue areas. Scent is combined with media, light, sound and story.
EffectImmersion and recognition
TechnologyScentFlash, MultiSense
Project logicTiming, show control, scene
Escape rooms and special effects
Use hints, tension and special smells with precision.
For pleasant or intentionally unpleasant smells, training situations, orientation and surprising scene changes.
EffectTension and orientation
TechnologyPoint of Scent, ScentFlash
Project logicImpulse, interaction, story
Large areas and ventilation
Ambient scenting for hotels, halls, spas and retail.
For continuous scenting via stand alone devices, bypass or HVAC integration. Airflow, room size and dwell time are considered from the start.
EffectConsistent room quality
TechnologyAirEnhancer, HVAC bypass
Project logicArea, dosage, operation
Point scent effects
From whiff to blast, at exactly the right moment.
For short scent impulses at media points, interactive stations and live staging. Scent is not permanent, it is placed dramaturgically.
EffectSurprise and scene
TechnologyPoint of Scent, ScentFlash
Project logicImpulse, reach, nearby range
What is scent direction?
More than scent marketing.
Scent direction develops the right scent in alignment with space, objective, target group and technology. The system is selected from the technology portfolio to best connect effect, dosage, placement and operation.
Technology and scent logic
Ambient scenting and scent effects.
Both planned with precision.
Whether the scent should sit gently in the room or appear exactly on cue, MAGIC BOX aligns system, scent and control around the intended effect. This makes it clear when a steady room atmosphere is the better solution and when precise scent effects create the strongest impact.
Two paths, one clear objective - delight
From long lasting atmosphere to the exact show cue.
Ambient scenting creates a steady atmosphere, scent effects deliver precise impulses.
Ambient scentingDiffused all over the room
Scent effectsOn cue in the scene
Ambient scenting
AirEnhancer systems
For rooms, zones and larger areas that should be scented continuously, reliably and with controlled intensity.
HVAC and bypassStandaloneMini AirEnhancer
SystemsCoverageIntegration
| HVAC series | over 1,000 m² | ventilation and climate |
| Standalone units | 150 to 850 m² | flexible placement |
| Mini AirEnhancer | up to 50 m² | cabins and small rooms |
- Interval control, show control, DMX, Digital Multiplex and EIB, European Installation Bus, possible
- Multi scent systems with up to four alternating scents
- Suitable for continuous operation, HVAC, bypass and freely placed standalone units
Scent profiles
How ambient scenting can work.
These four profiles help define the right atmosphere for purpose, dwell time and space type.
Typical scent notes
CitrusMintRosemary
Activating
Attention, freshness and alertness.
Trade fairs, showrooms, entrances and situations where attention is needed.
Typical spacesFoyer, fair, showroom
ObjectiveIncrease attention
Implementationdosed, clear, not dominant
Scent effects
From whiff to blast
For media, storytelling, show control and interactive applications where scent needs to appear exactly at the right moment.
Show controlInteractionStorytelling
SystemsRangeUse
| Point of Scent | 1 to 2 m | interactive station |
| ScentFlash | up to 15 m | scalable scent count |
| MultiSense | flexible | 6, 12 or 24 scents |
- Storytelling with several scents per scene
- Digital programming and show control integration
- Negative impressions can also be controlled with dry scent
Special and thematic worlds
Scent effects for scenes, interaction and memorable moments.
Targeted impulses take centre stage here, from dramatic scenes to deliberately unpleasant or warning smells.
Special
Cadaver odorGunpowderMoon dust
Typical spacesEscape room, training, simulation
ControlSensor, button, show control
Implementationprecise, point based, residue free
Thematic scent worlds
Scent worlds are planned as scenes, matched to space, dramaturgy, dosage and desired effect.
Further directions are developed to match the scene, space, brand and intended effect.
Custom compositions
We develop custom scent compositions on request, tailored to brand worlds, scenes or special applications.
Reference projects
Projects experienced
with all senses.
From long-term installations to trade fair projects, MAGIC BOX Duftregie creates the right system for every context.
1997Experience since
70+Scents in Sensoria
235Media channels synced
7Climate zones Bremerhaven
Science Center · since 2007 · Bremerhaven
Klimahaus Bremerhaven
Seven climate-zone scents for the journey along the 8th degree of longitude, from Switzerland to Sardinia, via Cameroon and Samoa back to the Halligen.
ClimateSmartAward 2020
Immersive history · since 2023 · Berlin
Deutschland-Museum
Five scents illustrate historical milestones, from the Battle of the Teutoburg Forest to the trenches of the First World War.
Five scents · five eras
Water park · Rust
Rulantica
Large-area scenting via HVAC, antiseptic in function and Scandinavian in theme, with woods, berries, coniferous forest and mints.
EWA Professional Award 2025
Multisensory fine dining experience · Rust
Eatrenalin
Every course of the gourmet dinner ride begins with a scent experience to stimulate appetite and intensify enjoyment.
Vanilla · mandarin · bitter orange
Brand appearances
Quiet islands in the trade fair rush
Refreshing seating areas for Volkswagen at the Geneva Motor Show.
Forest · mountain meadow · fresh water
Hotel + wellness
Adventure hotel Krønasår Europa-Park
Exclusive, welcoming large-area scenting of the hotel lobby via standalone devices, scenting via HVAC in the wellness area.
Signature scent
Brand communication
Zillertaler BrauKunstHaus
Brand reinforcement through characteristic scent.
Four different hop extracts
Indoor playgrounds
Superfly trampoline halls
Fresh indoor air through essential oil malodour management.
Citrus · mints
Industries
From theme parks
to museums.
MAGIC BOX Duftregie creates the right system for each context, from theme parks and museums to wellness, hotels, trade fairs, retail, shows and immersive experiences.
Theme parks
Water parks
Museums
Exhibitions
Art projects
Fitness
Wellness and spa
Hotels
Restaurants
Trade fair stands
Events
Retail and brands
Scent cinemas
Theatre
Shows
Health and beauty
Escape rooms
Immersive experiences
Project process
From idea to
planned scent system.
From concept and installation to ongoing operation, MAGIC BOX Duftregie supports projects with concept, creation, technology and service from one source.
01
Analysis
Understand space
Space, airflow, dwell time, audience and desired effect are clarified. Only then are scent and device decisions made.
What happens?Briefing, room data, target image
Why important?prevents wrong dosage
Resultclear task definition
02
Creation
Scent dramaturgy
The scent is developed to match scene, brand, audience and intensity. It is not only about pleasant, but about fitting.
What happens?scent family, samples, alignment
Why important?connects scent with story
Resultapproved scent profile
03
System choice
Choose technology
AirEnhancer, Point of Scent, ScentFlash or MultiSense are chosen by range, timing, service and room logic.
What happens?system comparison, placement, range
Why important?makes effect reproducible
Resulttechnical setup
04
Implementation
Integration
Placement, control, show control, room air technology or bypass are integrated so the scent effect fits the operational flow.
What happens?installation, control, tests
Why important?prevents isolated solutions
Resultinvisible scent diffusion
05
Long term
Operation
Refill, service, refurbishing and adjustment secure ongoing operation. The goal is a solution that works reliably for years.
What happens?service plan, refill, optimization
Why important?protects investment and effect
Resultreliable long term operation
Team
Magic Box Duftregie
since 1997.
MAGIC BOX Duftregie has its roots in events and multisensory experience communication. Live staging, multimedia, scent integration and technical interfaces are not treated separately, but as one connected system.
EK
Owner · concept and creation
Elke Kies
Scent specialist and architect. Responsible for concept, scent dramaturgy and creation, with experience from IAAPA EDUSessions, marketing and wellness events.
AA
Technology and system development
Alan Anders
Developer of the proprietary AirEnhancer and ScentFlash systems. Responsible for technical planning, integration and reliable operation in professional installations.
IAAPA – International Association of Amusement Parks and Attractions 
German Association of Amusement Parks and Leisure Companies
Topical
News and
project moments.
Selected events, awards and editorial references around scent staging, leisure destinations, museums and immersive spaces.
INTERVIEW
Scent Director Elke Kies…
… on the central importance of the sense of smell for all kinds of attractions, and the role that scents play in our society.
OPEN PODCASTEscape rooms · Adventure games
Dufte Riech Bar
LEAG Convention 2026 at Eloria Erlebnisfabrik in Bottrop. Relevant for escape rooms, live adventure games and immersive effects.
Open conventionAward · Sensoria
Architecture Award 2025
Sensoria Holzminden received the audience award at the Heinze ArchitekturAWARD 2025.
Open SensoriaTrade press · Scent marketing
Scent in marketing
Editorial reference on room scenting, dosage and what makes a good room scent.
Open articleExhibition · Scent concept
Rendezvous der Träume
Scent concept for a Hamburger Kunsthalle exhibition, as an example of art, atmosphere and olfactory mediation.
open exhibitionFrequently asked questions
Questions
What is the difference between ambient scenting and scent effects?
Ambient scenting distributes scent in controlled doses across areas or ventilation zones. Scent effects create short, precise impulses synchronized with media, interactions or scenes.
Which sectors are typical?
Theme parks, museums, wellness, spa, hotels, events, retail, brand spaces, scent cinema, theatre, shows and escape rooms.
Which scent materials are used?
MAGIC BOX works with natural, nature pure and thematically composed scent blends. Selection, dosage and delivery are always defined for the specific project.
What is the difference between nature pure and natural fragrance ingredients?
Nature pure means the scent material comes from the named source itself, for example from real strawberry rather than from another natural raw material that only smells similar. Natural fragrance ingredients can also come from biological sources without being taken directly from the named material. In this context, the word natural is often used to dress up or obscure cheaper alternatives. Wherever it makes sensory and conceptual sense, MAGIC BOX prefers nature pure components.
Is intervention in building services required?
Not always. Many projects work as stand alone devices or point effects. Large spaces can be planned through ventilation and bypass.
How early should MAGIC BOX be involved?
As early as possible, because airflow, placement, intensity and dwell time are important planning parameters.
Are rental offers available?
Yes, rental solutions can be useful for trade fairs, events and longer installations.
How can the scent machines be controlled?
Control is planned to fit the application. Options include sensors, push buttons, timed automation, mechanical triggers or direct integration into an existing show control system, for example via DMX. This applies to large scent machines as well as to small close range systems for interactive applications.
Let'stalk.
Scent needs a plan, ideally before planning starts. For an initial classification, a short description of your space and your goal is enough.
Phone+49 2103 963 63 30
Emailinfo@magicbox.de
AddressWestring 19, 40721 Hilden, Germany