Revellers seeing in the New Year in central London will be able to taste and smell, as well as see, this year's fireworks display, Mayor of London Boris Johnson has announced.
Working with food scientists Bompas and Parr, there will be a host of special effects involving sight, sound, fruit flavours and fruit smells which, combined with the pyrotechnic and lighting display, will create a multi-sensory experience for thousands of people in key viewing areas for the fireworks display centred on the London Eye.
"The concept of the world's first multi-sensory fireworks display came from researching grand historic spectacles," said Sam Bompas.
"We realised nothing of the sort had been attempted before and that it would be a genuine world first. A project of this scale involves specialist pyrotechnicians, flavour scientists, musicians, engineers and health and safety experts – and Vodafone brought it all together."
Vodafone will also be launching the first-ever London New Year's Eve fireworks app, which will use the smartphone camera and display to offer people all over the world an augmented reality experience synchronised with the display on the banks of the River Thames.
The app, available 24 hours before New Year, will come alive for the first time when 2014 begins.
The app is free and will be available to download from the iOS App Store and Google Play from midnight on 30 December.
Mayor of London Boris Johnson said: "London has a reputation for creativity and innovation, seeing things differently and experimenting. As we herald the start of 2014, there is no better time than to launch a project like Firsts with Vodafone. London is after all a city of firsts and this is new approach to our New Year's Eve celebrations will add to the magic on the night, whether experienced at home or in town."