Smell made digital! This UK startup gets a whiff of £1 million to enhance sensory experiences
Summary
Founded in 2019 by scientists Emanuela Maggioni and Marianna Obrist, the platform aims to be for smell what Dolby and Adobe are to sound and vision. The company is currently working with Rockefeller University to create the first standardised smell-test toolkit to measure its factory capabilities. Emanuela Maggioni, founder and CEO, OW Smell Digital, said: “We are looking to interrupt a marketplace dominated by technologies reliant solely on sound, vision and increasingly, touch. Our sense of smell has the power to evoke long-forgotten memories, bring food to life, calm us down and enrich our lives. From leading healthcare research to artistic and immersive experiences, our products offer a total digital command over scent and smell.” The smell tech platform is also working with commercial clients to deliver immersive reality experiences such as British Airways, New Reality Co and Picture This Productions.