Milan Design Week has always been an incredible opportunity to dive into the universe of creativity, combined with a stimulating reflection on fundamental themes such as sustainability, inclusion and innovation.
In this context, the Consortium of Prosecco DOC proposed a truly unique event: a ‘blind’ tasting conducted by the renowned entrepreneur Hoby Wedler in collaboration with Emotitech, which allowed people to discover Prosecco DOC in a totally new way.
Dr Hoby Wedler is an American chemist specialised in the science of sensory perception. With a PhD in Physical Organic Chemistry, he leads innovative product development in the agri-food sector and coordinates multi-sensory immersive experiences such as his Tasting in the Dark format. Blind since birth, he has been widely recognised for his efforts in the field of inclusion, he was named among the Champions of Change by President Barack Obama and included by ‘Forbes’ in the ‘30 under 30’.
Emotitech, a design studio based in California and Italy, designed the multisensory kit that accompanied the tasting. The kit offered six containers, divided into touch and smelling elements, wrapped within an elegant and functional case. The materials, including mulberry silk for the darkening mask and bioresin for the cases, were chosen on the basis of their ability to evoke the characteristics of Prosecco DOC.
Tasting in The Dark is an exciting journey that aims to challenge individuals’ perceptions, leading them to discover the world of tastes and smells without the aid of sight. Dr Wedler demonstrated how the absence of one of the traditionally predominant senses can amplify sensory experiences, making every detail more vivid and intense.
The event showed the power that comes from merging Science, Design and Technology to create an engaging and memorable moment.
