Ryan, whose synaesthesia means he can translate his sense of taste into an audio composition, has reproduced the taste notes of the Campo Viejo label’s wines as musical notes. Here’s the sound of the Reserva wine.
The Campo Viejo Soundscape experience will go live in London from 1-4 May at the Campo Viejo Streets of Spain festival at London’s Southbank Centre, where visitors will be able to taste wines as specific compositions are played.
Ryan said: "My synaesthesia means that I experience sounds that I involuntarily associate with what I’m seeing in front of me and therefore I understand how one sense can be associated with another. This is why Campo Viejo challenged me to match its tasting notes and wines with sound."
He said that the sounds would enhance people’s understanding of what they can taste. In producing the soundscapes, he used a cellist and various production and instrumentation techniques, including using bowed wine vessels to create music.
Client: Lucy Bearman, head of marketing, Pernod Ricard UK
Brand: Campo Viejo
Creative: Nick Ryan