The world’s first Flavor Conductor is meant to control your perception of taste by way of light and sound. Created by Bompas & Parr for Johnnie Walker’s Symphony in Blue global brand activation, this unique instrument leverages the neurological phenomenon Synesthesia in which one sense being stimulated actually involuntarily stimulates another.
According to Sam Bompas from Bompas & Parr, they began work on the Flavor Conductor in January 2014 and spent upwards of 10,000 working hours bringing it to life. Leveraging expertise from an organ builder, organ consultant and composer, the Flavor Conductor made its debut in London during Johnnie Walker’s Symphony in Blue.
"Your sight and hearing work more powerfully than your sense of taste," explains Sam WHAT. "We’re not as sophisticated about communicating taste, so you can use sound and visuals to shape people’s tastes."
Flavor-Controlling Musical Instruments
The Flavor Conductor Uses Sound & Light to Influence Tastes
Trend Themes
1. Synesthesia-mimicking Tech - Technologies that mimic Synesthesia, the neuro phenomenon where one sense being stimulated involuntarily stimulates another, could disrupt various industries including food and beverage, music, and entertainment.
2. Multisensory Product Experiences - Creating multisensory product experiences, like the Flavor Conductor, that leverage sound and visuals to shape people’s perceptions of taste or other sensory experiences could revolutionize industries like food and beverage, travel and hospitality, and retail.
3. Collaborative Design Practices - Collaborative design practices, like the one used by Bompas & Parr for the Flavor Conductor, could aid in the creation of disruptive, innovative products that are truly cross-disciplinary and push the boundaries of what is possible in various industries.
Industry Implications
1. Food and Beverage - The Flavor Conductor demonstrates opportunities for leveraging technology like Synesthesia-mimicking technologies and multisensory product experiences to disrupt the food and beverage industry.
2. Music - Musical instruments like the Flavor Conductor that use sound to evoke specific emotions or experiences could create disruptive, innovative products and experiences for the music industry.
3. Entertainment - Entertainment experiences that leverage multisensory product experiences and collaborative design practices similar to the Flavor Conductor could create truly innovative and unique experiences for consumers.