In celebration of the 20th anniversary of Tesco Finest—Tesco's own-brand range—Tesco is collaborating with Bompas & Parr on an immersive, multi-sensory exhibition by the name of DEVOUR. Fittingly, DEVOUR is being touted as "the exhibition you can eat by Tesco Finest."
DEVOUR is set to take place soon, offering a theatrical fusion of art, food and design. Food fans will be able to partake in six unique experiences that put a fresh new spin on the conventional tasting experience. Guests can expect to partake in sampling champagne bubbles and edible rainbows, as well as eat their way through starters, the main course and finally, dessert.
At DEVOUR, guests will take a "sensory selfie" to identify the tastes they find the most pleasing—to determine this, people will sport an EEG headset to measure their reactions to the different food and drinks they experience.
Edible Supermarket Exhibitions
Tesco Finest is Celebrating Its 20th Birthday in an Immersive Way
Trend Themes
1. Immersive Exhibitions - Tesco Finest x Bompas & Parr's multi-sensory exhibition DEVOUR shows the potential of sensory-focused immersive experiences in the food and beverage industry.
2. Interactive Sampling - Devour's innovative sampling techniques offer a disruptive innovation opportunity to the food industry by enabling customers to identify tastes they find appealing through the use of an EEG headset.
3. Edible Art - Tesco Finest x Bompas & Parr's DEVOUR exhibition showcases the trend of merging art, food, and design to create unique sensory experiences that could be a disruptive innovation opportunity for the experiential marketing industry.
Industry Implications
1. Food and Beverage - Tesco Finest's DEVOUR exhibition is a novel innovation in the food and beverage industry that could potentially pave the way for more interactive and immersive culinary experiences.
2. Experiential Marketing - The DEVOUR exhibit's playful merging of food, art, and design demonstrates the potential for immersive, interactive experiences in experiential marketing that can drive more customer engagement.
3. Consumer Electronics - DEVOUR's unique sensory selfie food identification technique using an EEG headset could present an opportunity for consumer electronics companies to further innovate and tailor experiences to customers' preferences.