Synaesthesia

'"Breathe responsibly" is the disclaimer ingenious duo Bompas and Parr greet their visitors with upon entering Alcoholic Architecture, their pop-up bar in London's Soho. Here, they revolutionize the intake of alcohol by letting you inhale rather than drink [...]In February this year they created the UK's first scratch-and-sniff cinema bringing to potent life Peter Greenaway's The Cook, The Thief, His Wife and Her Lover through the powerful aromas of dusty books and rotting meat. That aside, their main obsession is jelly (the English kind not the American), with which they are pushing the wobbly boundaries to explore fluorescence'
An interesting article about the mingling of the senses (what is usually called "synaesthesia" in perfume circles without the medical complications of the condition, nevertheless) can be found on Creativity Online.com