Heineken's New Project Lets DJs Mix Tracks with Scents
Sarah Dos Santos — November 5, 2013 — Lifestyle
Beer brand Heineken released a device that lets DJs mix tracks and release specific scents to create new clubbing experiences. The new project is part of the invite-only Green Room series.
The project, appropriately entitled The Scenthesizer, is explained in the promotional video. The collaboration took place with scent expert T.J. and DJ Funk Bast*rd from Darker than Wax. The scents were infused into the track list so whenever a new song played, a new sensory experience would occur.
Our senses play a crucial role in our memory and enjoyment of experiences. By adding smell to clubbing experiences, their hope is that participants will have a better time and feel more confident. This concept has been explored by some retailers by spraying their trademark perfumes on the clothing, but infusing scents into a clubbing experience takes a lot more innovation and imagination for the possibilities.
The project, appropriately entitled The Scenthesizer, is explained in the promotional video. The collaboration took place with scent expert T.J. and DJ Funk Bast*rd from Darker than Wax. The scents were infused into the track list so whenever a new song played, a new sensory experience would occur.
Our senses play a crucial role in our memory and enjoyment of experiences. By adding smell to clubbing experiences, their hope is that participants will have a better time and feel more confident. This concept has been explored by some retailers by spraying their trademark perfumes on the clothing, but infusing scents into a clubbing experience takes a lot more innovation and imagination for the possibilities.
Trend Themes
-
Sensual-music Pairing — Pairing music and unique sensory experiences for memorable events.
-
Multi-sensory Branding — Integrating multi-sensory experiences into branding to create a more immersive experience.
-
Scent Marketing — Using scents as a tool for experiential marketing at events and retail spaces.
Industry Implications
-
Alcohol Industry — Integrating sensory experiences into branded events and products to create unique customer experiences.
-
Music Industry — Partnering with scent experts to create innovative sensory events.
-
Retail Industry — Exploring multi-sensory marketing strategies such as scent-infused environments.
1.4
Score
Popularity
Activity
Freshness
