Sydney – Penfolds Wines and creative consultancy Studio Toogood have created The Blocks multi-sensory environment dedicated to wine, art and design.
Visitors arrive and are greeted by sommeliers, who guide them through bespoke scents that are created for the event. Visitors are then invited to drink with their eyes, by viewing glass cabinets filled with imagery associated with wine. A wine tasting follows.
This is a great example of Synaesthetic Selling, the act of using one sense to trigger another. For another good example of this, read our MiN Rituals Innovate.