"See" Taste @ Menier Chocolate Factory

Ben Norum
By Ben Norum Last edited 93 months ago
"See" Taste @ Menier Chocolate Factory

What does taste look like? For most of us, the closest we get to seeing flavours is that vomited-up kebab we step over on our way to the night bus. The Menier Chocolate Factory gallery are offering a more pleasant alternative.

OgilvyOne London have partnered with artist group Greyworld and upmarket Argentine ice-cream brand Freggo to allow visitors to the gallery to turn their tastes into art.

A complex algorithm has been designed which assigns artistic styles to flavour attributes such as creaminess, sweetness, richness and juiciness. Though it’s anything but scientific, the idea that shooting lines represent juiciness and a deeper colour background symbolises a richer flavour are vaguely logical when seen.

The free exhibition is open from today until Saturday. Visitors will be given complimentary scoops of Freggo ice-cream, with flavours including their signature indulgent offerings of Dulce de Leche and Malbec and Berries. Then, with ice-cream in hand (and mouth), they can use one of the gallery’s built-in Macs to rate the flavours in terms of each attribute on a sliding scale. Once each attribute has been rated, the artwork is created and will be shown on one of the large projection screens at least until it’s someone else’s turn.

After Saturday the technology will be transported to Freggo’s store on Swallow Street where it will stay, allowing diners to artistify their ice-cream forever more.

The Menier Chocolate Factory is at 51-53 Southwark Street, SE1 1RU (map). The gallery is open from 11am – 6pm. Entrance is free.

Last Updated 13 April 2011