Synesthete creates the ‘sound’ of Rioja

A synesthete able to hear tastes and taste sounds has created a composition of what he believes the notes found in Rioja sound like.

The work is the brainchild of composer Nick Ryan, whose synesthesia means he is able to translate what he tastes into music.

“I experience sounds that I involuntarily associate with what I’m seeing in front of me and therefore understand how one sense can be associated with another. This is why Campo Viejo challenged me to match its wines with sound,” Ryan explained.

His immersive “Soundscape” will from part of Campo Viejo’s “Streets of Spain” festival at London’s Southbank Centre, which takes place from 1-4 May.

Ryan’s three bespoke compositions aim to enhance visitors’ overall experience of the Campo Viejo Crianza, Reserva and Gran Reserva they are tasting.

Visitors first walk through the space in silence in order to attune their senses and palates before the music starts. Those curious to hear what a Rioja Reserva sounds like can click here.

“We’re interested in exploring how sound and taste can work together to enhance the enjoyment of wine, and running Soundscape gives people a unique approach to wine tasting they won’t have experienced before,” said Lucy Bearman, head of marketing at Pernod Ricard, which owns the Campo Viejo brand.

Last year Campo Viejo ran a Colour Lab at the Streets of Spain festival, where visitors experienced the effects light and sound have on taste perception.

Colour and sound were found to have a “profound” effect on taste perception, with both acting as “digital seasoning” for food and wine. Red rooms bring out the fruity notes in wine while green rooms cause the wine to close up.

Synesthetes have heightened sensual capabilities and are able to taste sounds, see colours and hear scents.

Around 4% of people have the condition, in which the stimulation of one sense triggers an automatic, involuntary experience in another sense.