Alcoholic Architecture, a bar in London, wants to appeal to your sense of smell. That's why it once created a cocktail cloud that you could drink simply by breathing.
Continuing that theme, the bar recently offered a novel speed dating event called Romancing the Armpit. Participants placed paper bags on their heads, then smelled each other's armpits. They rated each other by smell and were matched up accordingly. The premise is that people are naturally attracted to good partners by smell:
We know that pheromones – the airborne compounds secreted in our sweat – play a role in sexual attraction.
Our body odour is largely influenced by Major Histocompatibility Complex (MHC) molecules, which are genetically determined and linked to the immune system. Experiments have shown that opposites attract; we tend to judge potential sexual partners as more attractive if their MHC composition is different from our own. Further, MHC is also linked to sexual preference, so differences in body odour are detected and responded to on the basis of an individual’s gender and sexual orientation.
Perhaps, one day, all online dating profile pictures will be scratch-n-sniff. In the meantime, you can see more photos of this speed dating event at the Daily Mail.
-via Debby Witt