The world's first sonic wine bar has opened in The Auricle, a sonic art gallery in New Zealand that pairs sound with art.
Each month, the bar will feature a different wine list matched to the music playing within the space, as well as the gallery's current exhibition, in order to explore the relationship between sound and taste.
Jo Burzynska, the writer and sound artist who creates the wine and music list for the venue, said: "There are strong synergies between sound and taste, with recent scientific studies confirming that what you listen to when you taste something – such as a glass of wine – has a profound effect on the perception of what you're tasting."
High-tech, multisensory spaces are becoming increasingly popular, offering both mood and flavour enhancement to consumers. Research by Professor Charles Spence, a British experimental psychologist, has found that environmental factors such as sound and colour impact the way food tastes.
As a result, brands have begun to experiment with multisensory experiences. UK airline British Airways' sensory playlist matches dishes with songs that are said to enhance their flavour. Similarly, Dutch electronics brand Philips and creative agency Ogilvy London recently partnered to turn pub tables around London into music players that played songs to suit the venue's location. For more on this, see Digital Dining.