Pepsi Max has partnered with food scientists The Robin Collective to launch an immersive four-day pop-up in Shoreditch, London, as part of the brand's Pepsi Max Cherry campaign.
The Cherry Rooms, opening on 26 March, will take visitors on a gastronomical adventure that explores the senses through a variety of experiences – all of which are designed to unlock the senses and challenge perceptions of taste experiences.
Consumers will enter into what appears to be an unassuming soda bar, before being shown through a secret entrance to embark on a multi-sensory journey. Set over four different rooms, including a Pepsi Max Cherry rain room, consumers will learn how playing with the senses can alter taste experiences.
Interactive elements on display include sense sound stations, an edible cherry tree, molecular mocktails and a scented vortex cannon. The Robin Collective will also host a series of free 45-minute ‘Flavour of science’ and ‘Edible beauty’ workshops at The Cherry Rooms over the four days.
Alexandra Nicholas, UK marketing manager at Pepsi Max, said: "We are really excited to be working with The Robin Collective to curate this bold, sensory experience that builds on Pepsi Max’s dedication to creating genius and unexpected moments for our consumers. Understanding how different environments and surrounding factors impact on our experience of taste is such an interesting area of study and a huge trend that, like Pepsi Max, is about pushing the parameters of possibility."
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