Scent in Sync: Designing a Multi‑Sensory VR Retail Experience for Vuse

Vuse, a subsidiary of British American Tobacco (BAT), partnered with Kinemeric to explore how spatial computing and scent technology could transform the way adult consumers experience vaping products in retail environments. The result was a custom VR experience built around three branded, scent-assisted environments—each one designed to highlight a different facet of Vuse’s flavor spectrum and brand identity.

Inside the headset, users step into immersive spaces that feel like elevated, new worlds rather than traditional product displays. As they move through each environment, interactive elements invite them to learn more about product lines, packaging, and positioning. At key moments, Olfy scent technology syncs with the VR narrative, releasing carefully timed aromas that align with what users see and interact with—bridging the gap between digital storytelling and physical sensation.

The goal of the project wasn’t just to “wow” users, but to prototype a new kind of multi-sensory engagement that retailers and brand teams could test, refine, and potentially adapt into real-world activations. By blending interactive VR, controlled scent delivery, and consistent Vuse branding, Kinemeric helped Vuse experiment with how spatial computing might inform future retail concepts—turning static product discovery into a memorable, fully orchestrated sensory experience for adult consumers.