The only thing that would make it better, perhaps, is to have Jimi Hendrix’s “Purple Haze” piped in. The marketing team for Air Wick hopes it can convince people to buy the company’s Multicolour Black Edition products after the people ride the specially modified, tube-like escalators at three Australian shopping malls in New South Wales, Victoria and Garden City. Riders get to smell the company’s new Purple Blackberry Fig scent (which one child observes “smells like bubblegum” in this youtube video) as they make their way up. They are also surrounded by blue and purple mood lighting that brings to mind a dance club. Read a story about the marketing installations here.