Unusual ingredients commission for Magnum UK Pleasure Sensorium.

Format: Pop-Up Experience, Truman Brewery, London, 15 - 18 July 2021, and Virtual Experience, Magnum UK.

Details:

Commission from Magnum UK to design sounds for their multi-sensorial tasting experience, the Magnum Pleasure Sensorium. Audiences were invited to explore the layers of the new Magnum Double Gold Caramel Billionaire ice cream and discover their own personal Pleasure Profile – a personal profiling system that reveals how the senses and attitudinal preferences influence our unique experience of pleasure.

The Pop-Up Experience invited audiences to taste, touch, see, hear and smell each of the layers of the Magnum Double Gold Caramel Billionaire, with sounds provided by Unusual ingredients.

Online, the Virtual Magnum Pleasure Sensorium serves up a personal audio tasting experience of the Magnum Billionaire ice cream that aligns with users’ “Pleasure profiles”. The guided audioscape, created in partnership with Unusual ingredients, uses the sensory science of sound to augment one’s own personal enjoyment of eating a Magnum Billionaire. Each stage of the digital journey amplifies the layers of flavour in turn, to emphasise those attributes most aligned with the listeners’ tastes and creating a personalised experience.

Press coverage:

Campaign, UK article: campaignlive.co.uk/article/magnum-launches-foodie-pop-up-evokes-senses/1721366

London Pop-ups article: londonpopups.com/2021/07/the-magnum-pleasure-sensorium-4-day-pop.html