The Multi-sensory industry is really taking off

We’ve briefly touched upon Krug’s Champagne ID app to pair champagne with different songs. Pernod Ricard has done a similar thing with their interactive alcohol store which allows in-store tasting and brand history. The multi-sensory  experience seems popular in the technology and food & drink sectors, but it’s catching on elsewhere too. This post will discuss some of the most intriguing examples.

1. Nike’s ‘Unlimited You’

Nike’s unique gym uses lighting to help its users work out. The exercises are high intensity, and the gym will only be in London for 3 days. Whilst you work, in addition to light shows, there is inspiring soundtracks played by bespoke artists Hot Chip Duo. The goal is to encourage racing pulses and to push boundaries, in spirit of Nike’s brand image for self-improvement and a 360 degree view of health and fitness to power and success.

2. Roy G Biv

People can now hear different colours with a mobile app. Roy is an app where users can point their phone at an object, such as a drink, book or table. By translating tone, pitch and speed into hue, saturation and shade, viewers can understand what it feels like to have synesthesia.

3. Apple’s Digital Touch

In iOS10, a new feature called Digital Touch came out. On Smartwatches, you can create patterns with your finger, and send them to a friend. Your friend then receives the patterns by the watch vibrating.

4. Edible cinema

2016’s update to an arthouse cinema, Edible cinema matches its films to certain foods and drinks. Not unlike the deluxe cinemas Vox and Reel, Edible Cinema tries to immerse the viewer using smell, taste, sound and sight. Dishes are matched to specific scenes within a film, and it’s not just new releases – Romeo + Juliet was aired onscreen with an absinthe cocktail. Whilst the concept is unlikely to be commercialised, it’s certainly a memorable experience.

5. AIR

These bubbles were created by a fragrance expert Hilda Kozari has created an olfactory experience for recreating the scents of 3 cities: Helsinki, Budapest and Paris. The bubbles not only recreate the image of a city – with its food, wildlife, landscapes, sea and culture – but also a more personal touch. There were also smells of trash and pollution, and petrol from cars and vehicles. But this isn’t a product; rather  an art exhibition instead. So instead of being part of the immersive travel experience, it’s just an experiment.

6. McCain

You can now smell a freshly baked potato on a bus stop.  Not only that, but 3D fibreglass means it’s warm, just like the real thing. Perhaps the reason for using bus stops is because of the glass making it easier to use touch and smell. This could be the next generation of advertising to revive physical mediums of adverts.

7.  Dans le Noir

This is a restaurant which lets diners eat in the dark. Rather than enhancing the senses with stimulating sensory delights, sensory deprivation enhances senses we might ignore. This example is intriguing because the restaurant employs blind eating staff, thus promoting disability inclusion. Mobile phones have to be switched off, because they emit light from the screen. Dans le Noir is reminiscent of the popular TV show Dating in the Dark, and whilst dark dining won’t take off, it could change perspectives on the experience of dining, and not just food.

8. The Information Overload Filter

This helmet blocks out sights and sounds you want to ignore, thus acting as a mental junk folder for thoughts and emotions. Designed to improve concentration and reduce distraction from wasteful activities e.g. scrolling through social media, there could be other benefits as well. For instance, those on the Autism spectrum could find this useful if they suffer from sensory overload.

9. Elektrodess

This wearable muscle stimulator has electrodes which send pulses to the body. Aimed at individuals suffering from nerve damage, it is revolutionary in muscle therapy. It helps treat people with Multiple Sclerosis, Parkinson’s and Cerebral Palsy. With its functionality and unique design, it could revolutionise healthcare.

10.  Mercedes

We first had Kinect, where games were controlled with hand movements and voice recognition. Now, Mercedes-Benz are testing a similar concept in car dashboards. It can tell you where you are and points of interest, as well as basic command functions. Could this be a hybrid of Siri and Kinect, to make a Smart Car?

11. Cryoscope

A thermometer which allows you to tell the temperate by the touch of your hand, cryoscope is as much as piece of art as it is a functional object. Designed as an aluminium cube, it has a minimum and maximum temperature. It is able to adjust its heat levels by being coated with bronze and silver plating.

12. NeckFX

Like Guitar Hero in real life, this guitar lights up in vibrant colour when the users strums the guitar. Crowdfunded on Kickstarter, the guitar aims to make a performance into a light show. The guitar has a long battery life of 20 hours, and is 9 volts. NeckFX could change the way musicians play in live performances in future.

Can you think of any further examples? Comment below!

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