# Scented Clubbing Experiences Heineken's New Project Lets DJs Mix Tracks with Scents By Sarah Dos Santos | Published 2013-11-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/clubbing-experiences References: [psfk](http://www.psfk.com/2013/11/scented-clubbing-experience.html) & [youtube](http://www.youtube.com/watch?v=WNicV4rgjkg) Beer brand [Heineken](https://www.trendhunter.com/trends/heifive) 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. ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 34% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **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. ### Industries Being Reshaped - **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. ## Related on Trend Hunter - [Festival-Inspired Fragrances](https://www.trendhunter.com/trends/natura.md) - [Beer-Branded Music Sharing Devices](https://www.trendhunter.com/trends/heifive.md) - [Multi-Sensory Cocktail Bars](https://www.trendhunter.com/trends/bellboy-bar-berlin.md) - [Multi-Sensory Fragrance Destinations](https://www.trendhunter.com/trends/mega-experience-center.md) - [Aromatic Memory Projection Systems](https://www.trendhunter.com/trends/scent-camera-memory-station.md) - [Immersive Scent-Based Devices](https://www.trendhunter.com/trends/aromajoin.md) - [Multi-Sense Cocktail Partnerships](https://www.trendhunter.com/trends/the-italian-spritz-collection.md) - [Olfactory Entertainment Devices](https://www.trendhunter.com/trends/moviescent.md) - [Interactive Scenting Kiosks](https://www.trendhunter.com/trends/scenting-kiosk.md)