REDISCOVER MUMM CORDON ROUGE THROUGH A UNIQUE TASTING EXPERIENCE
The House of Mumm invites the general public to rediscover its iconic Mumm Cordon Rouge cuvée through “TASTES” BY MUMM, an immersive tasting experience. A unique experience, combining technology and the taster’s five senses. A unique experience, which we were able to test and approve in advance.
THE GOAL?
To help them understand the complexity and subtlety of this champagne, embodied by the many facets of Pinot Noir, the House’s signature grape variety.
REDISCOVER MUMM CORDON ROUGE
From December 15 to 18, 2021, La Maison Mumm is innovating with a unique tasting for the general public to rediscover its Mumm Cordon Rouge cuvée.
Made from a large majority of Pinot Noir grapes, this cuvée reveals the many olfactory and gustatory facets of this grape variety that are not always apparent during a tasting.
To reveal its full complexity, Mumm has reinvented the tasting experience in an immersive setting using screen technology, giving the impression of erasing notions of time and space.
Inside, the 30-minute tasting has been designed as a multi-sensory exploration revealing the two characteristic facets of Mumm Cordon Rouge: its freshness and its roundness.
Seated around a central table, participants are guided through the tasting by a Maison Mumm ambassador, who helps them understand the influence of the environment on their perception of taste. He or she is first reminded of the individual nature of his or her reading and the importance of a global approach, calling on all five senses to detect the full aromatic palette of the champagne.
Mumm Cordon Rouge will then be served in two separate bowls and tasted in two different environments, drawing attention successively to the freshness and tension, then to the round, gourmand notes.
This experience is based in particular on recent neuroscience research into cross-modal sensory correspondences: our senses are capable of interacting with each other – a smell can evoke a color – and this matrix of sensory interaction provides the means to create a coherent space to better reveal each of the facets that make up the complexity of the Mumm Cordon Rouge cuvée.
In this experience, THE SENSE OF VIEW WILL BE SOLLICITED thanks to screens covering all the walls of the capsule to present clear, crystalline and angular visual elements that recall the freshness of the Mumm Cordon Rouge cuvée, followed by warm, supple and enveloping elements to evoke its roundness.
In phase with sight, HEARING WILL ALSO BE CONTRIBUTED, with sound creations that reinforce both the tension and the roundness of the champagne. TACTICAL AND OLFACTIVE ELEMENTS will be integrated into the experience to activate the sense of touch and the sense of smell in this work of sensory awakening to each of the gustatory facets of Mumm Cordon Rouge.
The “TASTES” BY MUMM capsule will be installed in an exceptional location in Paris, the address of which will be kept secret until the day of the tasting.
TASTES ” BY MUMM
– December 15-18, 2021 in Paris
– 30-minute tasting session followed by 1 glass of Mumm Cordon Rouge and finger food
– Register on Fever
– Price : €50 per person
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