Free Trend Report Free 2018 Report & eBook

Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.

Keynotes.org Our Research Methodology

This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.

Heineken's New Project Lets DJs Mix Tracks with Scents

 - Nov 5, 2013
References: youtube & psfk
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.