With the passion for food in mind, the British shopping centre Westfield launched a multi-sensory tasting pop-up event to celebrate their 2015 food sensation campaign. The campaign was launched in cooperation with Condiment Junkie, masters of multi-sensory design, to promote and highlight the two London shopping centres, Westfield Stratford City and Westfield London.
Condiment Junkie was asked to devise a unique multi-sensory food and drink experience for their customers and the result was Tongue Twister. Tongue Twister is a free experience in a colourful workshop area, based on scientific research that teaches customers about how sounds can bring out new flavours and how colour as well as taste can impact on humans.
Cleanse and prepare
The first room Pure was designed as a cleansing area where guests are prepared for the subsequent rooms. By using a taste test, sensory experts can discover what kind of taster the customers are based on the sensitivity of their taste buds. Super-, medium-, or non-tasters all have different tolerance to bitterness, spice and bolder flavours giving varied results in the subsequent rooms. Customers wash their plate, clean and prepare for the first experience room.
Taste and sound
Sounds lead the customers into the next room, inside the belly of a strange living musical instrument. Is it possible to match taste to a sound? Different sounds can influence your taste, how much crunchier will the food be if you are listening to yourself eating crunchy food? And is it possible, through sound, to turn sweet into sour? Here you will find out.
In the next room sight shows how we taste with our eyes. It was built as a rainbow laboratory to explore if colour impacts taste. Can you guess the flavour of what you see before tasting? Does a strawberry drink taste the same even if it’s blue? Or will your eyes delude you? Tongue Twister also displayed a glowing fresh herb garden in this room, but do the herbs taste the same when under a purple UV light?
In the last sensory room the visitors’ sense of smell and perception of flavour is tested. By eating jelly beans while at the same time smelling a different scent from the pink smell trumpets, will give both expected and unexpected results. A banana-flavoured jelly bean with the coconut scent is an expected and winning concept. But how does the banana flavour taste inside the curry smell trumpet?
This pop-up event gives the customer their own test result and the opportunity to continue to Westfield’s restaurants to satisfy their taste buds even more. We used to say, we eat with our eyes, and maybe this event confirms this statement to be true.