In pictures: Westfield's Tongue Twister experience

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Shopping centre Westfield celebrated the launch of its 2015 dining campaign last week (20 February - 1 March) with a multi-sensory tasting event created by agency Condiment Junkie.

The Tongue Twister experience was designed to show shoppers how their sense of smell, sight and sound can influence perceptions of taste at both its Stratford City and Shepherds Bush locations. A teaser taste-test event ran at the former site from 20-22 February, while the full immersive experience was launched at Westfield London last week (27 February).

A Willy Wonka-style maze was created for visitors to explore and was opened by celebrity chef Lorraine Pascale. The first ‘Pure’ room was designed as a cleanser to prepare guests for the takeover of their senses and determine whether they were non-, medium- or super-tasters.

The 'Sight' room showed guests how to taste with their eyes. Inside the rainbow laboratory, visitors could explore the impact of colour on taste, discovering how what they saw could change what they tasted in an ultraviolet-lit glowing herb garden.

The 'Sound' room led visitors into the belly of a living musical instrument to show how taste can be influenced by sounds, while the 'Smell' room housed a fragrance experience. Upon exiting the space, visitors were invited to continue their taste journeys at Westfield eateries.

A range of other offers, events, tastings and workshops took place in restaurants at both centres to complement the activity.

Read more about Westfield's experiential strategy here.

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