An inaugural lecture is a formal lecture given by a newly appointed professor or teaching professor to mark their official start in the role. It is an opportunity to present their research and academic journey to colleagues, students, and the public.

Abstract

Multisensory experiences can be defined as perceptual and evaluative responses arising from events in which sensory elements have been intentionally designed for a specific receiver. The experience of drinking coffee illustrates this principle: perceived flavour is shaped not only by the beverage itself but also by the cup’s weight and texture, the crema’s colour, the aroma, the surrounding soundscape, and expectations induced by branding or presentation. Perception therefore emerges from the integration of multiple sensory cues rather than from taste alone. From a design perspective, crafting such experiences involves coordinating sensory signals so that expectations and perception remain coherent; presenting a coffee as premium while serving it in a thin, disposable cup, for example, may attenuate perceived quality. Explanations of these effects draw on psychology, marketing, and human–computer interaction, which together clarify how multisensory integration influences evaluation and behaviour. Increasingly, these experiences are mediated or extended through digital technologies: mixed reality can modify visual context, connected devices can regulate ambient conditions, artificial intelligence can personalise recommendations, and human–computer integration can reshape the boundaries between user, system, and perception. While these developments expand possibilities for immersion and adaptation, they also introduce conceptual and ethical challenges, implying that multisensory design requires not only creative and technical competence but also critical reflection on agency, influence, inclusivity, and responsibility.

About Professor Carlos Velasco

Carlos Velasco is a professor at the Department of Marketing, BI Norwegian Business School (Norway), where he co-founded the Centre for Multisensory Marketing. Carlos received his D.Phil. in Experimental Psychology from Oxford University, after which he worked in a number of postdoctoral and consulting projects in Europe, Asia, and North and South America. His work is situated at the intersection between Psychology, Marketing, and Human–Computer Interaction, and focuses on understanding, and capitalizing on, our multisensory experiences and their guiding principles. He co-wrote the book "Multisensory experiences: Where the senses meet technology" (Oxford University Press), "Digital dining: New innovations in food and technology" (Springer Nature), and the edited the collection "Multisensory packaging: Designing new product experiences" (Palgrave Macmillan). Carlos has worked with a number of companies from around the world on topics such as multisensory experiences, food and drink, branding, and consumer research. For more information, visit his personal page.