In order to show that taste involves more than one of the senses, the Westfield Stratford City and Shepherds Bush shopping centers in London played host to Tongue Twister. The vibrant multi-sensory event was set up like Willy Wonka's factory, full of vibrant colors, as well as curious items to eat and explore.
Different rooms at Tongue Twister held different experiences. For instance, Pure was the first space introduced, helping to cleanse the palate and prepare for the sensory overload ahead. Beyond this, other spaces contained ultraviolet herb gardens, rooms loaded with live instruments and interiors filled with scents to influence the taste of food items. Beyond these stations, themed events were held at the mall's restaurants, serving as a way to heighten the dining experience. This is particularly helpful for Westfield, since 10% of Westfield's sales come from food retailers.