We've recently seen a host of ideas that merge the senses, from Sensory Spoons that amplify taste through texture to Disney Research's Ishin Den Shin, that transforms sound to touch. Now Heineken are getting involved with the Scenthesizer, a project that sees them pair Darker Than Wax DJ Funk Bastard with a perfume expert to create a prototype technology that allows the DJ to not only control the sounds in the room, but also the aromas.

Developed by creative agency Iris, the Scenthesizer is an interesting example of a brand getting involved in exploring new territory. It involves in-built 'vents' pumping out different scents into the space that match the music and evolve as the DJs' set evolves.