{"id":9475,"date":"2023-08-15T01:20:12","date_gmt":"2023-08-15T01:20:12","guid":{"rendered":"https:\/\/mysourcefunding.com\/startups\/smell-your-way-out-of-the-uncanny-valley\/"},"modified":"2023-08-15T01:20:13","modified_gmt":"2023-08-15T01:20:13","slug":"smell-your-way-out-of-the-uncanny-valley","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=9475","title":{"rendered":"Smell Your Way Out of the Uncanny Valley"},"content":{"rendered":"
\n

In the summer<\/span> of 2016, teenagers Anastasia Georgievskaya and Ivan Novikov were walking along London\u2019s South Bank, picking their way past the food stalls lining the Thames, when they caught an aroma of fried doughnuts that instantly reminded them of childhood.<\/p>\n

At dinner that night, the couple started to wonder: If one of them hadn\u2019t been there, would there have been a way to digitally recreate that doughnut smell and transmit it to a distant device\u2014to share in that moment, even if they were miles apart? \u201cAt the time, we couldn\u2019t find anything doing it on the market,\u201d explains the now 24-year-old Georgievskaya. \u201cWe kept coming back to the idea over the years. Eventually we realized we could do it ourselves.\u201d<\/p>\n

<\/figure>\n

Georgievskaya is now CEO of Scentient, a UK startup aiming to integrate smell into virtual reality. Its Escents device sits around the neck and pairs with a VR headset. It carries four cartridges filled with concentrated synthetic scents that mimic smells\u2014smoke, say, or natural gas\u2014that can be released at certain times or in certain locations in the VR environment through a specialized app. Novikov joined as full-time CTO last year, and the first working prototype was completed in November 2022.<\/p>\n

Aware of the long history of failed scent-based media products\u2014from 4D cinemas to Smell-o-Vision\u2014Scentient is looking beyond consumer electronics. To begin with, the company\u2019s main focus is on training emergency service workers.<\/p>\n

Firefighters, paramedics, and other emergency responders already use a wide array of digital simulations to train for real-world disasters that are expensive or impossible to physically mimic, and adding smell into those training simulations could change the way people behave in their virtual environment. Smells can be used as unique indicators of threats\u2014think the smell of invisible natural gas for firefighters\u2014as a distraction, and even just to help acclimatize workers to the often foul odors they\u2019ll encounter.<\/p>\n

The brain\u2019s olfactory cortex, which processes smell, is a direct neighbor to the amygdala, which helps govern our most basic emotional and hormonal responses, and the two regions are heavily interconnected. \u201cThat means a smell really helps trigger a fight-or-flight response,\u201d says Georgievskaya. \u201cThat basic feeling when you smell something bad, you start looking for a source\u2014or start trying to get away from it.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In the summer of 2016, teenagers Anastasia Georgievskaya and Ivan Novikov were walking along London\u2019s South Bank, picking their way past the food stalls lining the Thames, when they caught an aroma of fried doughnuts that instantly reminded them of childhood. 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