The Block combines good food, design, and art, to heighten attendees’ sensors.
One of Australia’s largest wine producer, Penfolds, has teamed up with designers from Studio Toogood in the U.K. to host a series of unique wine tasting events called The Blocks. The event immerses the attendees in a multi-sensory experience by combining sight, touch and smell, before they get to taste the wines that are matched to complimentary foods. By heightening the other sensors through art and design installations, users are able to better develop a tasting palette for wines.
The Penfolds’ three-week event kicked off in Sydney, Australia, on 16 March and will travel to Melbourne at a later date. After touring Australia, the multi-sensory experience will then be hosted in various other cities from around the world.