In 1986 Kevin Kinsella, a venture capitalist, spotted a neuroscience paper about the olfactory cortex of a rat's brain.
Each neuron has a long fiber, or axon, that stretches upward through a tiny opening in the bone above it and into the olfactory bulb, a plum-size mass in the front of the brain, behind the forehead.
Working with rats, Axel and Buck pinpointed 1, 000 types of "olfactory receptors" located in the back of the nose, on a spot called the olfactory epithelium.
Claiming to be the "first major museum exhibition to recognize scent as a major medium of artistic creation, " the show strips perfume of its extensive packaging and advertising and presents it as an "olfactory art" in a purpose-built white-cube gallery.
Perhaps, in a world of olfactory fakery, this is one tip for the wise.
The parents-to-be were thus exposed to visual, auditory, tactile and (from the blanket) olfactory stimuli associated with having a baby around.
Within the olfactory bulb, each smell produced a different pattern of electrical activity.
Using an ingenious genetic tracing technique, in 2001 two members of Buck's research team, Zhihua Zou and Lisa Horowitz , did something that had seemed impossible: They discovered a map in the olfactory cortex.
The other surprise, a small presentation also at MILK Studios, was a label called Calla characterized by bold prints in geometric in neon yellow and purple. (It also smelled like a rose-filled winter garden inside, courtesy olfactory branding company 12.29.) The silk-screened slim-fit pants, cute above-the-knee dresses, and thick PVC heels worked well together with tiny T-shirt-cut tops and softly angled jackets.
That's what's spent on olfactory ingredients in Tide detergent, Palmolive soap, Chanel No. 5 and a host of other aromatic products.
Analysis of the brains of the euthanized rats revealed decreased levels of Fos, a protein marker of neuronal activity, in the amygdala region of the brain while the olfactory signals appeared to block fear responses.
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