The centrepiece of the experience will be a church organ, dubbed The Flavour Conductor, which brings to life a two-century vision, only previously articulated in literature, of an instrument where notes and melodies correspond with smells, tastes and flavours.
The organ was unveiled at Symphony in Blue, an immersive and theatrical experience at Merchant Taylors' Hall on 16 and 17 September.
The event saw the aromatic and flavour profile of Johnnie Walker Blue Label interpreted in a series of theatrical elements including a Whisky Woodland, designed by the same film set experts behind Full Metal Jacket and Harry Potter; an inhalable aromatic storm called whisky weather that nods to the famous Scottish climate; and an Ice Cavern that deconstructed the perfect serve of Johnnie Walker Blue Label with iced water using 10,000-year-old ice.
The Flavour Conductor will embark on a two-year world tour in November, visiting cities including Madrid, Berlin, Toronto, New York, Johannesburg, Lagos and Malaysia.
Evening events will culminate in a feast where long dining tables seating more than 200 people become the stage for theatrical and dance performances.
The project uses the latest flavour science to come from Oxford University’s Crossmodal Research Laboratory, and is hoped will help whisky drinkers better appreciate the complex flavour profile of Johnnie Walker Blue Label.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.