Diageo: The Flavour Conductor

Diageo: The Flavour Conductor

Client

Johnnie Walker

Agency

Bompass & Parr

Role

Audio direction. Sound design. Music composition. Live musicians and Interactive performance. PA design. Live event crew.

Working with Bompass & Parr and Professor Charles Spence, Simon produced a one-of-a-kind musical instrument: a magnificent church organ built according to centuries of tradition that combines with a contemporary sound and light spectacular.

The project was designed to help whisky drinkers – new and experienced – better appreciate the complex flavour profile of Johnnie Walker Blue Label, simultaneously amplifying the taste profile of the whisky in your glass in a multi-sensory theatrical performance with The Flavour Conductor at its centre, demonstrating the sensorial power of music coupled with visual, aromatic and haptic cues to reinforce the different nuances of the whisky.

The project exploited the latest flavour science to come out of Oxford University’s Crossmodal Research Laboratory to inform the creation of bespoke musical composition, visual effects and the commission of a church organ from one of the country’s oldest organ specialists, Mander Organs, a London company which built the organ gifted to Her Majesty Queen Elizabeth II by the City of London on her Jubilee.

The Flavour Conductor was unveiled at Symphony in Blue in September 2014 as part of an immersive and theatrical experience by Johnnie Walker Blue Label, using the latest techniques in projection mapping, lending the instrument an ever-changing organic form, the images and sound correspond in a manner scientifically proven to influence the perception of taste.
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