UBA059 - When You Can Taste It

Unlocking the Power of Multi-Sensory Design

In my recent explorations, immersion into new projects—whether it’s diving into new podcasts, visiting galleries, or just stumbling upon random discoveries—I came across a term that struck a chord with me: synaesthesia. To be honest, I hadn’t known much about it before, but as I learned more, I realised it perfectly describes an approach we've been taking in our projects for some time now.

Synaesthesia is traditionally understood as a neurological condition where the stimulation of one sense automatically triggers another—like hearing colours or tasting words. But what really intrigued me was how this concept could be applied beyond its clinical definition, as a metaphor for the way we create and experience designs. It turns out, synaesthesia isn’t just about the unique wiring of certain brains—it’s a powerful framework for thinking about how we can make our work resonate on multiple sensory levels.

In our early days, we often found ourselves working on branding projects for both club nights and brands, where the aim was to create artwork and logos that resonated on a deeper level. Back then, our approach was very much about creating designs that phonetically "spoke" to the club night, the musicians identity, or the brand itself. The visuals weren’t just about looking good—they had to embody the essence of what they represented, almost like a visual language that communicates beyond words.

Breaking Boundaries with Multi-Sensory Design

In the creative industry, the ability to disrupt and engage comes from pushing beyond the traditional boundaries of sensory perception. We’ve always aimed to craft experiences that don’t just look good but feel right in every sense of the word. Whether it’s the texture of a design, the rhythm of a consumer journey, or the scent in a retail space, our goal has been to evoke emotions and create lasting memories that linger well after the initial encounter.

Learning about synaesthesia made me realise that, in a way, we’ve been applying this approach all along. When we blend senses—like pairing visual elements with soundscapes or infusing scent into a visual installation—we’re creating a multi-layered experience that engages audiences on multiple levels. This isn’t just about grabbing attention; it’s about forging a deeper connection with the work, something that people can almost taste.

The Power of Sensory Integration

In our projects, whether we’re developing a brand concept, curating a space, or crafting a digital experience, we strive to integrate multiple senses to create something that stands out. This isn’t about gimmicks or forced combinations; it’s about finding the natural intersections where different sensory experiences can enhance each other.

For example, when we design a space, we think beyond the visual layout. We consider the ambient sound, the scent in the air, the textures people will touch, and how all these elements come together to tell a cohesive story. It’s this attention to detail—this commitment to engaging all the senses—that turns a simple store visit into a memorable experience.

Creating Disruptive Concepts Through Multi-Sensory Design

To disrupt the norm, we must constantly look for ways to innovate, to bring something fresh and unexpected to the table. The idea of synaesthesia, and more broadly, multi-sensory design, is one way we’ve been doing this, even before we knew there was a term for it. By thinking in terms of how we can cross-pollinate different sensory inputs, we open up a world of possibilities.

Imagine a brand activation that isn’t just a visual spectacle but a full sensory journey. As you walk through, the scent of a particular place might transport you to a memory, while the soundscape shifts and evolves as you move through different zones, each designed to evoke specific emotions. The textures you feel underfoot or on the walls might change, guiding you through the experience in a way that words alone could never do.

This is how we create concepts that are not only engaging but disruptive—by challenging the conventional limits of sensory experience and encouraging people to connect with the work on a deeper, more instinctual level. It’s about crafting moments that linger, that resonate long after the experience has ended.

Discovering Synaesthesia as a Creative Catalyst

Ultimately, discovering synaesthesia has given me a new way to describe what we’ve been intuitively doing for years. It’s about breaking down the silos between senses, ideas, and disciplines. Creativity doesn’t live in a vacuum—it thrives in the intersections, in the unexpected connections we make when we allow ourselves to think differently.

As we continue to explore this multi-sensory approach in our work, we’re not just creating designs or experiences—we’re crafting stories that people can see, hear, touch, and even taste. We’re building connections that go beyond the ordinary, tapping into something primal and universal.

In a world that often prizes logic and linear thinking, synaesthesia—or what I now realise has been our multi-sensory approach—invites us to embrace the beauty of interconnectedness and the power of a more holistic approach to creativity. By weaving together the senses, we create something that’s not just seen or heard but felt—something that truly resonates.

Written by Mark