If you've visited a Gelato Messina store in any of their 12 locations it's likely that you queued for quite a while, even in rain, to get your hands on their award winning gelato, cakes and sweet treats.
The brand has a cult status following -- boasting over 100,000 followers on Instagram, with close to 400,000 posts using their hashtag.
On Tuesday, the brand announced quite an unusual collaboration with Air Wick, the air fragrance brand, taking on a molecular gastronomy challenge to create a feast for the senses.
"We’re suckers for a challenge and an invitation to innovate or push the boundaries when it comes to dessert creations. This project with Air Wick allowed us to do just that. We were intrigued by the science behind Life Scents and the opportunity it could give us to create an evolving dessert experience. Hopefully we’ve pulled it off and have been able to create something completely different -- an evolving multi-sensory culinary experience. We think it’s pretty cool," Declan Lee from Gelato Messina said.
The range of unique multi-sensory desserts that involve the sense of smell is named Edible Life Scents and includes the Mystical Garden (marshmallow, rose, raspberry), Lush Hideaway (fresh mint, wild berry, coconut water) and Winter Moments (baked pear, pie crust, vanilla) creations.
The Life Scents Lab will be a pop up event held in Sydney (Sorry, Melbourne!) from the 19th until the 21st of November, and foodies can will the chance to sample the new sweet treats.