The Blocks, Sydney The Blocks, Sydney
The Blocks, Sydney The Blocks, Sydney
The Blocks, Sydney The Blocks, Sydney

Wine sense: Tasting bar is quick off The Blocks

19 : 03 : 2012 Synaesthetic Selling : Food Futures : Experiential

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.