London’s New Year’s Eve fireworks will feature taste and smell

Viewers at London’s New Year’s Eve fireworks will be able to ‘taste and smell’ the display as well as watch it this year, according to the designers.

The 2011 fireworks display, designed by Jack Morton Worldwide

Jack Morton Worldwide is designing the display for the tenth year running and says that this year a new partnership with Vodafone will bring ‘a new level of sensory experience’.

Vodafone, the consultancy says, plans to ‘augment the show’ to add taste and smell experiences.

It is estimated that more than 200 000 people will line the bank of the Thames to watch the display, with millions of people tuning in to see it on BBC One.

Jim Donald, project director of Jack Morton Worldwide, says, ‘It’s a great honour to create a show which year-on-year sets the bar in innovation and creativity.

‘We are delighted that this year, with the newly joined partnership with Vodafone, will take the audience experience to a new sensory level.’

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