Early this February Westfields had teamed up with gourmet food giants Marks and Spencer as well as theatrical food enterprise Condiment Junkie to create exploratory tasting experiences that appealed to the five human senses.

Having missed out on last years food and sensory activation I was quite eager not to miss out on seeing this one in February 2016. I mean who doesn’t like playing with food, especially when it will be dramatised and presented in a non conventional ways.

Examples of exquisite and luxury food items were displayed on individual plinths such as the Yubari melon which has been know to sell for up to $20,000 a melon.

Four pods of sensory food fun had been positioned in the open atrium of Westfields main entrance with a centre reception area serving as a greeting and information desk. Each of the enclosed pods was adorned with captivating titles to entice the palate such as ” Guilty Pleasures, The Rarest of Tastes, Extreme Intensity and Sumptuous Smells.”

 

 

My first pod experience consisted of the “Sumptuous Smells”, where we were lead into the enclosure housing a knot of bright yellow tubes with oversized openings similar to oversized tuba’s openings.  To begin the experiment we were asked how much we thought the aroma of a food item influenced our taste buds during the process of chewing food.         Truthfully, my thoughts on this were around the fifty-precent taste and fifty precent  aroma.

To conduct this experiment we were given pieces of plain madeira cake to sample. These tuba openings turned out to be aroma enclosures in which five alluring aromas would effervesce into our air space.  Surprisingly the pieces of cake I sampled with each “tuba” began to change taste to apple and spice, coffee, chocolate cinnamon and vanilla (my favourite) and a mystery floral aroma of which I would never have guessed to be sandalwood. With the five aromas inhaled and the pieces of cake now sadly gone, we could cast a voted on our favourite scent as we left the room.

 

Surprisingly the second enclosure of “Guilty Pleasures” had a sixties game show theme with retro rainbows on acid patterned wallpaper, fluorescent pink velour carpet and a giant turn wheel mounted on the floor in the centre of the room. After being introduced to the concept of “guilty food pleasures” such as melted cheese or chips in gravy were encouraged to try some new and unthought-of simple Marks and Spencer food combinations.

The attendant’s characters well suited the miniature mock game show set, as the first was an eccentric female chef and the second a larger than life game show host. As ten people entered the pod, two were picked out are team captains to spin the wheel to select one of three slightly odd food combinations such as “ Yum Yums with sweet toppings” (croissant pieces with custard and sprinkles) and cheese twists served with a salad cream dipping sauce. To be honest, these were not my idea of a guilty pleasure however having being a big fan of “Wheel of fortune” it was fun to be a momentary contestant of a mock game show especially when it involved eating food.

The “Extreme Intensity” pod was a minimalist science lab complete with white walls, a central oval plinth and white LED screen flooring that excitingly changed image during the experimental eating of the small but powerfully flavoursome mystery food (exquisite dark chocolate miniature sized truffles). The presentation of the mystery food was cleverly housed in a large clear glass cloche, further disguised with a misty dry ice fog to conceal its contents. This was clever yet very simple approach by Condiment Junkie to build up mystery and add a weird science factor to this food experiment.

Last but not least “The Rarest of Tastes” pod experience had the biggest build up of anticipation due to its secretive roof enclosed and tinted darkened windows. I had saved this room till last as I had heard rumour from one of the “Indulgence” attendees that room was intended for sampling luxury chocolate!

Upon entering the red curtained draped doorway a darkened room with a central low hanging chandelier was revealed. Examples of exquisite and luxury food items were displayed on individual plinths such as the Yubari melon which has been know to sell for up to $20,000 a melon (It was a replica melon on display. I had to ask). In this room we were encourage to try luxury food items from the Marks and Spencer range such as caviar, a limited edition soft blue cheese and a luxury dark chocolate to finish off.

All in all, the sensory experience took me roughly 75 mins to complete all four as there was a 10-15 minute line up per pod. Certain measures seemed to be put in place to keep people excited and discourage them from growing impatient whilst lining up at each activation.

The experiment, which was of most interest, was the “Sumptuous Smells” as it make me realise how aroma can greatly influence how a food item can taste.

Upon receiving our “Indulgence” passport books from the reception desk we were informed that each room consisted of a reward stamp. Only after collecting all four we could receive a prize ( more chocolate of course) as well as enter a competition to win £250 voucher of Marks and Spencer food.

Seeing a glimpse into each of the differently themes rooms through the porthole like windows peaked my interest enough to want to stay the wait. The experiment, which was of most interest, was the “Sumptuous Smells” as it make me realise how aroma can greatly influence how a food item can taste.

With the select array of M&S foods sampled, I would most likely purchase the blue soft cheese in my next grocery shop. Overall the experience was more of a playful activation rather than an educational one. Although admittedly I did enjoy the anticipation of experiencing each differently themed pods.

Overall the experience seemed like a bit of fun for  parents with their children during the half term break, and a great way for Westfields and Marks and Spencer to reinforce it’s branding with quality and recognition through out all age demographics.