THE POWER OF AROMA
19. SCENTING A powerful way of evoking emotion, scent is increasingly being used by attractions to enhance the customer experience. Most sensory offerings relate to mass
experiences, with scents puffed out to large groups of people. For example, Lotte World, South Korea, has a new sensory entrance, which was installed by theme designers the Goddard Group. However, the development of chemically-
mastered scents which are created and released using handheld devices is on the increase and this technology has the potential to make the experience a more personal one, with aromas delivered via mobile phones and tablets. Professor Adrian Cheok, founder and
director of Singapore’s Mixed Reality Lab, has been working on numerous products related to the human senses and his latest invention, Scentee, is making its way to the commercial market. The Scentee attaches to a mobile
device and emits scents through chemical cartridges kept inside a
Scentee delivers aromas via a plug-on attachment which works on mobile
plug-on attachment. The cartridges take instructions from an app on the device, allowing users to send each other scents. Scentee is being used at one of the
world’s leading restaurants, Mugaritz, in San Sebastian, Spain. The restaurant uses the device to give guests a sniff of what
they can eat before they book. Aside from its obvious potential to enhance theme park rides, the people behind Scentee are aiming to introduce the technology in museums, science centres and other attractions. This could open the door to a new world of experience for visitors.
PERSONAL TECH
20. WEARABLES We’re moving from an era when we use keyboard and mouse to a time where touch and voice will be the norm. Wearable technology will fi nd both business- and consumer-facing applications in the attractions industry. Google Glass, for example, presented a number of immediate opportunities. The Google Glass prototype was
introduced in April 2013, and the underlying idea is an exciting one. As Google pauses its production of Glass while it develops the product further, we expect this type of wearable tech to be used by the attractions sector in a myriad of ways from ride enhancement (see number 18) to educational applications. We’ll see customers being given smart
glasses pre-loaded with content to create augmented reality experiences, or used to
✪ ABOUT THE AUTHOR
Liz Terry, CEO of Leisure Media, is a business journalist who’s been writing about the global leisure industries since 1983. She’s editor of Attractions Management and the Attractions Management Handbook. Email:
lizterry@leisuremedia.com Twitter: @elizterry
AM 1 2015 ©Cybertrek 2015 Read Attractions Management online
attractionsmanagement.com/digital 39 Wearable tech like Google Glass offer many potential applications for attractions
display instant information on artworks as visitors walk round museums and galleries. There’ll be many applications once it
becomes a mass market product. There’ll also be challenges, as we’ll need protocols in place – do we allow
visitors to use wearables to record and share experiences, for example? The growth in image technology like Snapchat and Instagram turns photo and video into mediums that replace words – valuable resources in a global economy. ●
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