A picture is now worth more than a thousand words

In an age that mandates the need to design for the experience first, David Edwards, biomedical engineer and founder of Le Laboratoire, a culture laboratory in Paris and Cambridge, is taking experience further with his invention of the oPhone.

The oPhone is a little device that transmits and receives odours. Pictures can be sent to a recipient who uses the oPhone to receive their scent. Edwards’ creative device can be used to help restaurants and cafés explain complex smells and flavours. The one thing the oPhone does confirm is that business today has no excuse for delivering a poor experience around their brands.

Customers today like to be engaged differently and they just might like to consume part of the business offering via the oPhone once it has been commercially released.

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