Côtes du Rhône Wines to host immersive art and wine-themed exhibition in London

 Côtes du Rhône Wines: creating an immersive art and wine-themed festival
Côtes du Rhône Wines: creating an immersive art and wine-themed festival

Generic body Côtes du Rhône Wines has partnered with London College of Communication (LCC) to create a public showcase of interactive art installations, taking consumers on a journey through art, food and wine.

Called The Rhône Touch, the event, which opens in London on 21 July and runs for a fortnight, aims to bring to life aspects of the Rhône region. Ten projects from LCC students will be on display reflecting the region’s values of 'unpretentious, high quality and enjoyable wines for any occasion', and the ‘Think Red, Think Côtes du Rhône’ concept. Each artwork will engage guests via different sensorial experiences, from sound to smell and touch with the aim of drawing an emotional connection.

Alongside the art exhibition, a wine bar will offer guests the opportunity to sample glasses of red, white or rosé wine from the region and a pop-up restaurant headed by fusion chef Adam Rawson will provide a wine and food matching experience. Dishes on offer include bar plates of ceviche and beef burgers to a three-course menu composed of 60-day aged beef txuleton and coffee husk tart, white peach and cacao nibs.

Agnès Heller, marketing manager of Côtes du Rhône Wines said: "Like art, wine is an experience and with The Rhône Touch, we wanted to demonstrate it is a true source of inspiration and much more than just taste. As a region we’re always looking to do things differently and inspire consumers. We’re really excited to welcome guests and introduce the work of these future artists during a relaxed event, very much like our region."

Joel Karamath, course director, Interaction Design Arts at LCC added that the partnership has provided a unique experience for students where they were able to go beyond the bottle to the essence of the wine. 

The event takes place at the Platform Theatre Foyer and Bar at UAL Central St Martins. 

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For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground.

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