Meanwhile, Helicon Therapeutics and other labs are developing compounds that increase cognitive performance and memory--the smart-bar portion of the brain spa. One target of these new drugs is the cAMP response element-binding (CREB) protein, a molecule that helps form long-term memories. Helicon's drug is based on research that co-founders Tim Tully, a professor at Cold Spring Harbor Laboratory, and Jerry Yin, now at the University of Wisconsin, conducted in 1995. By genetically modifying fruit flies to up the amount of CREB in their brains, the scientists produced insects with the equivalent of photographic memories. (It took normal flies 10 "training sessions" to learn to avoid a chamber, identified by scent, where they had been lightly shocked. The genetically engineered flies remembered after just one session.) "We've shown in animal models that Helicon's drug reduces the amount of practice needed to commit something to long-term memory," Tully says. Human studies are to begin this summer.