I suppose it's rather like the old films that used quirky interactions like Mike Todd Jr's 'Smell-O-Vision', John Water's 'Odorama' and the 'Percepto', a vibrating device placed under the seats in some theaters that was activated during the onscreen action in the film 'The Tingler'.
Anyway, it is an interesting concept.
Can I get and Amen!
How about just an *ahem*, they do, however, seem to be aiming at realism, unpleasantness included (watch the video below), and not just the soft and flowery.
Actually,I'm really, really impressed by this exhibition, and hope it will tour the States.
(and don't take that out of context!!!! It was strictly meant to create a simulation of the type of interaction that was suggested in theaters! :P)