Q. J. Wang*1,2, J. Geddes3, R. Meyer3, S. Waters3, D. Zendle3
1Aarhus University, Denmark; 2University of Oxford, UK; 3York St John University, UK
It is well known that the appearance of food, particularly its colour, can influence flavour perception and identification. However, food studies involving the manipulation of product colour face inevitable limitations, from extrinsic flavours introduced by food colouring, so downright impossibility (i.e. changing the colour of a dark coloured food). One solution lies in modern Virtual Reality (VR) technology, which has become increasingly accessible, sophisticated, and widespread over the past years. VR therefore presents a novel way to conduct sensory and psychological research to study the influence of visual information on consumer perception. In the present study, we investigated whether making a coffee look milkier in a VR environment can alter its perceived flavour and liking.
Thirty UK consumers were given four samples of black cold brew coffee at 4% and 8% sucrose concentration, presented in a white mug with a straw. They wore VR headsets throughout the study and viewed the same mug and straw in a virtual setting. The colour of the beverage was manipulated in VR, such that participants saw either a dark brown or light brown liquid in the mug as they sipped the coffee. A full factorial design was used so that each participant tasted each sweetness x colour combination, Participants reported sweetness, creaminess, and liking for each sample. Results revealed that beverage colour as viewed in VR significantly influenced perceived creaminess, with the light brown coffee rated to be creamier than dark brown coffee. However, beverage colour did not influence perceived sweetness or liking.
The present study supports the role of VR as a means of conducting perception studies, especially when it may be difficult to set up the identical scenario in the real world. Furthermore, it opens future opportunities for virtual and augmented reality to promote healthy eating behaviour, such as reducing fat intake.
A collaboration with ARoS art museum, following the Michelin Eat with All Your Senses masterclass we delivered in February.
3 courses in the Far from Home gallery, 5 courses in the ARoS restaurant. Using all the senses to explore the notion of being Far from Home.
See and hear the dinner experience here.
Location: AROS Museum, Aarhus
A collaboration with AROS museum as part of the Michelin Eat with All Your Senses masterclass hosted in February 2019.
Participants walked around the Your Rainbow Panorama installation while tasting a beverage immersed in different colours.
Which colour goes best with your Absurt tonic drink?
(Results showed that most people chose the red or green colour space as their favourite!)
Location: Aarhus City Hall
In celebration of the Michelin Guide Nordic Countries Awards, we set up a public engagement installation to educate people about how the senses of sight, smell, hearing, and touch contribute to the perception of flavour. People each received a tray with various foods and followed a series of interactive exercises on the iPad, with explanatory videos following each exercise.
Location: Jesus College Chapel, Oxford University
A Crossmodal concert exploring the relationship between scent and music. Can a performance of classical music be enhanced by curating certain elements of perfume theatre?
Each act explored a different way of incorporating scent into a musical performance, from scent strips to "scent sails" to perfuming the pianist himself...
Music performed by Chris Lloyd
Perfumes created by Nadjib Achaibou
Musical food paintings, rituals honouring the flesh we consume, wines and perfume that tell their own stories...
The Crossmodalist performances combines elements of all the senses to create stimulating, meaningful experiences that bring people together. Find out more.
Location: British Museum of Food
A collaboration with Space Doctors and Bompas and Parr. Can culturally meaningful soundtracks alter the way we perceive sweetness and creaminess in chocolate?
Location: Museo de la Universidad de Tres de Febrero, Buenos Aires
A collaboration with composer/researcher Bruno Mesz and choreographer Maria Zegna. A four-course experimental "dinner" in four emotions.
Write-up in La Nacion
Location: Private home in Swampscott, Massachusetts.
A seven course meal to the bottom of the sea and back, conveyed through food, lighting, aroma, and music.
Location: MIT Media Lab, Cambridge.
Our meals and eating practices have always gone hand in hand with social and technological changes. For instance, the automobile gave rise to drive-throughs, and the popularity of television broke up the traditional family dinner format and created microwavable TV dinners. Taking this one step further, how can augmented reality technology affect the way we eat?
Using the LuminAR system, I created an interactive cupcake display for the December 99Fridays party. The projected light spheres bounce off of the cupcakes on the table.
Location: Peabody Essex Museum, Salem Massachusetts.
An installation for Peabody Essex Museum's Future Creativity Gala. Playing upon the theme of creativity, I designed a lounge where people can come to experience the effect of the built environment on one's taste perception.
Aside from the central edible "garden", the installation consisted of four individual experience pods. Upon entrance, each visiter was given wine in a black opaque glass. They were then instructed to visit the pods and pay attention to how the environment changed the flavour of the wine.
Location: MIT Media Lab, Cambridge.
The culmination of my design and experimental work for my master's thesis was a Lab-wide feast where I showcased my studies in sensory interaction in a production of dinner-as-art. The five-act feast combined food, music, spectacle, creativity, and social interaction to produce a unique event that celebrated the Media Lab community.
Learn more about the project. A detailed description is also in my Masters Thesis.
Location: Private residence in Cambridge, Massachusetts.
In collaboration with Professor Fiorenzo Omenetto and researchers Benedetto Marelli and Jodie Moreau from Tufts University, we used silk to create a dinner around the theme of art and design. The menu included laser-cut edible silk film, tattooed chicken, and pressure-activated LED plates.
Location: MIT Media Lab, Cambridge.
This project was inspired by the desire to create new ways to enjoy everyday objects. I wanted to take the normal use of an elevator and turn it on its head – in this case, I constructed a roller coaster ride.
The floor of the elevator with moving blankets and suspended red LED lights from the ceiling using clear fishing wire. Speakers were set up to play “spacey” electronic music.
Participants were given a pack of Pop Rocks before they entered the elevator. Once inside, they were asked to lie down and eat the Pop Rocks as the elevator moved up and down. The elevator was completely dark except for the gently swaying, glowing points of LED lights.
