BRIEF

With an insatiable appetite for excellence, the team at The Fat Duck are always looking to push the boundaries of experience dining.

SOLUTION

Through collaborative sessions with the experimental kitchen team led by James 'Jocky' Petrie, we pioneered the use of cross-modal neuroscience to elevate taste as part of a restaurant experience.

The ground-breaking 'Sounds of the Sea' dish at Heston Blumenthal's restaurant transforms dining into a multi-sensory journey. Featuring sashimi, tapioca 'sand', and sea foam, the dish is served with an iPod inside a conch shell, playing our binaurally designed seascape that enhances flavour and sparks emotions.

Neuroscientific research proved that the congruent pairing of sound and taste improves ratings of the flavour, the perceived freshness of the fish, and the overall experience; making it more emotionally engaging and memorable.

RESULTS

The dish has garnered global PR acclaim and stands as the signature offering at the esteemed 3 Michelin star establishment.