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Brief Published: 20 Mar 2012

The Blocks


Australian wine group Penfolds and London-based design agency Studio Toogood has collaborated to create The Blocks – a sensory environment designed to demystify the process of vinification.

Open for three weeks in Sydney before touring to Melbourne and then the world, The Blocks is an innovative space that invites guests to explore more than 260 bespoke Toogood pieces and five installations by Australian artists – all inspired by Penfolds wines.

While discovering the installations, visitors will be greeted by trained sommeliers who will introduce them to five wooden totem poles, each fragranced with a bespoke scent developed in conjunction with a perfumer that represents a variety of grape. Number 2 Oak Totem represents a chardonnay, and is described by the website as reflecting the clean and fresh background of the grape: “Smooth Cyprus Pine has been applied to represent the austere and bare side of the mountainous area.”

Toogood says: “Perhaps it's the rich history and exclusivity – not to mention secrecy – that makes people feel intimidated when faced with a tome-like wine list in a restaurant or the mile-long shelves at the local wine merchant.”

For more scented delights see The Scent of Place and Directions in Scent.

The Blocks opened on March 16 at Pier 2/3 Walsh Bay in Sydney, Australia.

The Blocks