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.
Scented Clubbing Experiences
Heineken's New Project Lets DJs Mix Tracks with Scents
Trend Themes
1. Sensual-music Pairing - Pairing music and unique sensory experiences for memorable events.
2. Multi-sensory Branding - Integrating multi-sensory experiences into branding to create a more immersive experience.
3. Scent Marketing - Using scents as a tool for experiential marketing at events and retail spaces.
Industry Implications
1. Alcohol Industry - Integrating sensory experiences into branded events and products to create unique customer experiences.
2. Music Industry - Partnering with scent experts to create innovative sensory events.
3. Retail Industry - Exploring multi-sensory marketing strategies such as scent-infused environments.