UK - Beyoncé's recent USA tour included the innovative idea of 'aroma-ising' audience areas by use of 'Aromatech' systems from the UK's Effects Company. Specified by Justin Collie of Los Angeles / New York based design team Artfag, the idea was to fill the arena along the 'parade route' with a noticeable essence to indicate the artist's arrival.

The Effects Company's Martin Blake explains: "Artfag designed the system with multiple machines hanging from the trussing, with Ducting Adaptors attached to direct the airflow downwards, coupled with numerous machines at floor-level. The complete system was DMX-controlled from the main desk via Aromatech DMX Modules." Blake added: "The Effects Company originally supplied a selection of essences and the final essence chosen by Beyoncé was 'Musk' - as it was not specifically male or female."

(Lee Baldock)


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