Thanks to this ERC grant, we have been able to demonstrate for the first time that by coupling molecular vibration to electromagnetic fluctuations of optical resontaors one can modify chemical reactivity to a prefered product (chemical selectivity), that enzymatic activity can be modified, that material properties such as non-linear response, photoconductivity, superconductivity and magnetism can be improved and enhanced. For instance, the weak ferromagnetism of an oxide mineral was shown to be enhanced by a factor of 700, suggesting that strong coupling could be a new tool for the design of magnetic sensors and spintronic devices. In the process we also found that certain conditions are critical to achieve such modifications in properties and these are now part of the tool box in this domain. We have been able to show that this approach to controlling matter and chemical reactivity is a powerfull new tool for both fundamental science and technology.