Bompas & Parr recruited for multi-sensory London fireworks display

Vodafone has announced a new partnership with the Mayor of London for this year's New Year's Eve celebrations, which will see food scientists Bompas & Parr create a sensory experience to accompany the fireworks display.

Fruit flavours and smells will feature at this year's New Year's Eve fireworks
Fruit flavours and smells will feature at this year's New Year's Eve fireworks

The event, which takes place on 31 December along the banks of the River Thames in the capital, will combine a pyrotechnic and lighting display with special effects involving sight, sound, fruit flavours and fruit smells. 

Sam Bompas, co-founder of the food scientist business, said: "The concept of the world's first multi-sensory fireworks display came from researching grand historic spectacles. We realised nothing of the sort had been attempted before and that it would be a genuine world first.

"A project of this scale involves specialist pyrotechnicians, flavour scientists, musicians, engineers and health and safety experts - and Vodafone brought it all together."

Agency Jack Morton Worldwide will be producing this year's London New Year's Eve fireworks display. Jim Donald, project director, said: "This year marks our tenth anniversary of working with the Mayor of London’s office, helping showcase London to the world on New Year’s Eve.

"It is a great honour to create a show which year-on-year sets the bar in innovation and creativity and we are delighted that this year, with the newly joined partnership with Vodafone, the team is able to take the experience to a whole new level."

Vodafone will also be launching the first London New Year’s Eve fireworks app, free for users to download. It will use smartphone cameras and displays to offer people all over the world an augmented reality experience synchronised with the display on the banks of the River Thames.

Vodafone’s partnership with the Mayor of London marks the launch of the company's new global brand engagement strategy called ‘Vodafone Firsts’. It will aim to host a number of ‘world-first’ events and experiences as well as local activities specific to individual countries.

Mayor of London Boris Johnson, said: "London has a reputation for creativity and innovation, seeing things differently and experimenting. As we herald the start of 2014, there is no better time than to launch a project like Firsts with Vodafone.

"London is after all a city of firsts and this is new approach to our New Year's Eve celebrations will add to the magic on the night, whether experienced at home or in town."

Martin Green, head of brand engagement at Vodafone and the former head of ceremonies for London 2012, added: "We are delighted to work with the Mayor of London to bring a fantastic experience to Londoners for the first time and to use Vodafone’s technology to bring the excitement of the world’s best fireworks display into people’s living rooms."

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