Kirin City beer hall in the bowels of Tokyo railway station has been releasing computer-controlled aromas into the air in front of its entrance in the hope that it will draw extra diners. The hi-tech sales strategy – known as aroma digital signage – will run until the end of the year and the results will be used to gauge whether a whiff of refreshing orange or lemon at lunchtime, or the scent of wood in the evenings, really does put passersby in the mood for a meal or an after-work pint.
The technology involves the scents being released in bursts by a computer-controlled device hooked up to the internet. The computer controls when and how much scent is released into an area of up to five metres from the diffuser, as well as controlling the display on an accompanying digital signboard. Air Aroma currently markets about 80 different scents, most off which are commonly used in aromatherapy but which also include unusual fragrances such as “Christmas” – a mixture of fir trees and freshly baked cake – and “antibacteria” – a blend of cloves and eucalyptus. But it could be some time before the diffusers release the unmistakable aromas of a freshly pulled pint or a plate of grilled sausages. “It is difficult to reproduce the smell of certain foods.
