'Odor in VR': MMI alumna Laura Iannone wins edcom Graduation Competition

Through her innovative approach, Laura demonstrated how a multisensory experience can reshape how we connect with others. We spoke to her about her academic path, her award-winning project, and what she is planning next. 

Could you share a bit about your educational journey? 

Laura: ‘I started my academic path in Milan, where I studied languages and literature, specialising in Russian and English. I have always loved literature, it was a strong passion during high school, and I was fascinated by how language shapes human communication. As I continued my studies, I became increasingly interested in how communication evolves.’ 

‘Eventually, I encountered virtual reality through a university module led by a professor who was also an active researcher. That sparked my curiosity, and I began exploring VR as a powerful medium. I knew I wanted to pursue it further, so I looked for postgraduate programmes abroad. The Master Media Innovation in Breda stood out, it was practical, up to date, and felt like the right environment to grow both academically and personally. It was also a chance to study outside Italy, something I had long dreamed of, especially after the limitations of the pandemic during my bachelor’s.' 

Tell us about your master’s thesis 

Laura: ‘My thesis, Odor in VR, was part of the broader project Being There, a virtual museum created to raise empathy and funds for Latin American migrant women living in a settlement called Lamentos Escuchados. The VR environment showcases both their current and envisioned ideal living conditions, using immersive storytelling to humanise their struggles.’ 

‘The core aim of my research was to examine whether adding olfactory stimuli, like the smell of coffee, could heighten users’ sense of presence and, potentially, empathy. I used a quasi-experimental design with 21 participants split into four groups, each experiencing a different combination of visual and olfactory stimuli.’ 

‘The findings showed that scents enhanced the overall feeling of presence, especially when they closely matched the visual environment. High-level congruency between smell and visuals had the most noticeable effect. While we didn’t see a direct link between smell and increased self-reported empathy, participants’ non-verbal responses, sighs, body language, even emotional reactions, suggested a deeper, perhaps latent, impact.' 

How did you develop the concept? 

Laura: ‘I was immediately drawn to Being There when I saw the initial project and knew I wanted to contribute in a meaningful way. I proposed the idea of integrating smell, which hadn’t been tested in this context before. I joined the university’s research department and was lucky to collaborate with Shima Rezaei and Marnix van Gisbergen, who were both incredibly supportive, even if initially unsure about how feasible the idea was.’ 

‘They provided me with materials and access, but I developed the methodology and handled the practical implementation independently. I am grateful they believed in the project, especially as odor integration in VR is still such a niche area. Their encouragement allowed me to push through the technical challenges and bring the research to life.' 

What was the most challenging aspect of the project? 

Laura: ‘Definitely the delivery of the smells. Unlike audio or video, scents are tricky, they lose intensity, fade, and require precise handling. I used hermetic boxes to control when and where smells were released, which added another layer of complexity. For example, coffee needed to be fresh and strong enough to be noticed but not overwhelming. Ensuring consistency across sessions was a real logistical challenge.’ 

‘Another difficulty was recruiting participants. People were curious but cautious about experiencing scent in VR. Still, once they tried it, the impact was tangible. I observed meaningful reactions, one participant connected so strongly to a scene involving coffee that she said it reminded her of her own mother, and it made her want to call her. Even without biometric tracking, you could see how powerful the sensory cues were.' 

What is next for you? 

Laura: ‘I am actively job hunting and going through the final stages of interviews. VR is still mostly linked to entertainment, but I am interested in how it intersects with AI and other emerging technologies. I am particularly excited about projects that combine innovation with social impact, just like Being There did.' 

You can follow Laura’s journey and see more of her work via her LinkedIn profile.  

Quotes from https://edcom.eu/students/graduation-competition/the-winners-2025/