Vodafone and Mayor of London partner for multi-sensory fireworks display, allowing revellers to 'taste' the event for the first time
150,000 New Year revellers in central London will be treated to a multi-sensory fireworks display, enabling the crowd to 'taste' the atmosphere thanks to flavoured mist, snow and confetti.
The annual fireworks on the banks of the River Thames will be enhanced by clouds of apple and cherry mist and peach snow.
The result of a partnership between Vodafone, Mayor of London, Boris Johnson and food scientists Bompas & Parr. The mayor said it was bound to be one of the world's "most dazzling fireworks displays," and said there was "no better way to celebrate the highs of 2013 and start of an exciting new year."
In addition to the flavoured mist and snow, attendees will also be given scratch 'n' sniff programmes, LED wristbands and seven kinds of fruit-flavoured sweets that link to the tastes and smells of the display.
Vodafone's involvement comes as part of its own-brand engagement strategy 'Vodafone Firsts,' which will see the telecoms company aim to create a deeper interaction with its customer base through sponsorship.
Of the strategy, Barbara Hasse, brand director of Vodafone Group, commented: "The concept is simple: we know that our technology can enable and inspire people to do something amazing for the first time, from making their first call to sharing their first video. Firsts is designed to reflect that sense of empowerment and excitement by using our technology and connectivity to enable a diverse range of people to achieve their remarkable ambitions."
The fireworks display on the Southbank will begin as Big Ben strikes midnight and will be shown on BBC One.