What is it?
It is a fashionable application of augmented reality.

An augmented reality system generates a composite view for the user. It is a combination of the real scene viewed by the user and a virtual scene generated by the computer that augments the scene with additional information. The ultimate goal is to create a system such that the user cannot tell the difference between the real world and virtual augmentation of it to the user of this alternate system. It would appear that he is looking at a single real scene.

What makes this design different or better?
It is a new multidisciplinary approach to wearable products

Bulk is an imaginary line of future products and services featuring unconventional solutions within the electronics and fashion industry. The aim of this particular concept was to find a way to interact with new and sometimes even scary technologies and to break the barrier between tech and non-tech products and devices

Bulk scent contains miniscule nano particles that activate when in touch with the skin. These particles are capable of sending a unique O-code to anybody within a few meters wearing a receiving unit (i.e.) augmented reality display after receiving the code the display unit knows where to look for additional information for creating an augmented view of the person wearing the scent. The composite "holographic" image added to a real view of the person has no boundaries when it comes to physics, one can easily imagine what type of effect it could have on fashion industry and entertainment business.

Judges commentary:

Gareth: This entry was the most conceptually exciting to me. It seems like an idea that might be possible in a nanotechnological future where nanobots have become so commonplace that they've enter the realm of adornment and recreation. The nano-scents could be designed to react to the wearer's body chemistry (as "analog" scents do) so that each virtual fashion projection could be unique.

Ayse: I like Bulk because it gives the idea of "beauty is in the eye of the beholder" a new twist.