Recently we combined science and blending in a rather unique event to celebrate one of our favourite whiskies, Singleton. Our friends at Condiment Junkie (they’re sensory architects don’t you know) transformed the stripped wood interior of a gallery in Soho, into a magical series of chambers.
On a journey around each room, we sipped on the 12 year old malt as we experienced different sounds, scents and colours. This sensory experience, enhanced by the creaking floorboards and winding staircases, was designed to bring out different flavours in the Singleton.
Starting in The Grass Room, participants were greeted by deck chairs and croquet. The smell of fresh grass, combined with the sound of lawnmowers and bleating sheep enhanced grassy notes in the whisky. Moving up a floor, approaching a glowing orb of crimson light and smells of cut flowers in the air, we entered The Red Room. Perched on bulbous sofas, visitors inhaled the scents of fresh berries, encouraging a sweetness in the whisky. Finally, we visited The Woody Room. Musky scents and ticking clocks filled the atmosphere in the wood paneled chamber. A bare branched tree hung above the guests as woody flavours of the whisky became apparent.
The Green Room, to enhance grassy notes in the Singleton
We were overwhelmed by the amount of people who wanted to take part in the experiment. Across the course of three days Professor Charles Spence spoke to over 300 people about the multi-sensory experience. The Singleton Sensorium is part of a wider study ‘Tasting Notes: Assessing the effect of the multisensory atmosphere and ambiance on people’s perception of whisky’, which will be published in September 2013.
The feedback and research collected from all of our participants will not only shed new light on the sensory experiences of drinking whisky, but could also contribute to how bars and restaurants are designed in the future – certainly a multi-layered whisky tasting!
If you missed it – don’t worry! You can take part online at..