Symphony of spice: A visualisation of flavour

London – Spices are all about flavour, but how do you sell flavour? Given that task by spice company Schwartz, Grey London and director Chris Cairns created an audio-visual feast for the eyes – a pyrotechnic concerto of flavour literally bursting into the air.

Sacks of herbs and spices were arranged in a similar way to how a spice market is set up, and then triggered with pyrotechnics in time to a specially composed piece of classical music by composer MJ Cole. The kinetic installation, entitled The Sound of Taste, shows each spice bursting into the air to a different sound, providing a sonic interpretation of how cardamom or paprika might taste.

Sound is increasingly being used to captivate consumers. Giving unexpected products an aural identity creates new associations for them and is a way to surprise jaded ad-watchers. For more, read our Soundscapes macrotrend.