San Francisco has a new nightlife trend. It smells.
San Francisco's DIY promoters are working with perfumers and artists to design custom scents for their parties. Le Brun from San Francisco demonstrates that oud, an extremely rare tree resin and one of the world's most expensive fragrance materials, can smell woody, smoke, and leather. The association between smells and memories can be attributed to the brain's layout, which is directly connected to the amygdala and the hippocampus, which process emotions and memories respectively. Scientists believe this is why a certain perfume can recall memories of an old flame or the pollen of a familiar tree can transport you to a childhood backyard.
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Le Brun dips a paper swab into one of the vials and then hands it to me. It smells woody, but I also catch whiffs of sweat, smoke and leather. This is oud, an extremely rare tree resin and one of the world’s most expensive fragrance materials. I don’t know if I like the smell, but I know I’ve never smelled anything like it before.
The brain’s layout is responsible for this association. The region of the brain that processes smells is directly connected to the amygdala and the hippocampus, regions that process emotions and memories, respectively. Scientists suspect that this is why a whiff of a certain perfume can recall memories of an old flame or why the pollen of a familiar tree can transport you to a childhood backyard.