OW’s CEO and co-founder Emanuela Maggioni was invited to join the 2019 World Government Summit, held in Dubai, the UAE. Emanuela was demonstrating our digital smell delivery technology as part of the Tree VR multisensory experience – a work in which the user is transformed into a rainforest tree.

As the body becomes the trunk and each arm a run of reaching branches, our scent delivery system was instrumental in creating an immersive, sensory experience through which the user grows from seedling to mature tree.