On Friday we got the chance to experience the latest edible exhibition by Bompas & Parr to mark the 20th anniversary of Tesco Finest range. Open to visitors from the 11th to the 13th of October in Shoreditch, London the retailer invited all food-lovers (which includes ourselves) to an immersive and multi-sensory exhibition – DEVOUR.
The experience involved being transported through six different rooms, each based on one of the Tesco Finest products.
To start we entered the ‘Champagne Room’ where were invited to catch floating edible champagne bubbles before enjoying a glass of Tesco’s Finest Vintage Grand Cru (yes it was as good as it sounds). The magical journey then continued as we ventured down a Himalayan salt mine and embarked on a foraging expedition to play a wild mushroom symphony, who knew mushrooms could talk? In the final room we were invited to ‘taste the rainbow’ as colour was used to represent the sour and rich flavours of Tesco Finest Raspberry and Passionfruit Cheesecake which we were able to indulge in whilst walking through a rainbow tunnel.
At various stages throughout the tasting experience we were asked to put on an EEG headset to analyse our reactions to different tastes, and record electrical brainwaves as we ate our way through the exhibition.
A gift shop also housed products tasted throughout the experience as well as additional items from the Tesco Finest range that guests could sample and purchase.
The exhibition brought the unimaginable to life through a fully interactive and sensory experience, and demonstrates how retailers can actively communicate with consumers.