BEcause Experiential Marketing, the brand experience agency, is helping to organise a sensory experience for Woolworths, the fresh food company, for this year’s Australian Open Tennis Championships in Melbourne.

The Woolworths Summer Sensorium is taking place at the tennis tournament in Melbourne from January 16-29, 2017. In conjunction with the Woolworths marketing team, BEcause Experiential Marketing, devised the exclusive, free visitor experience on Grand Slam Oval at Melbourne Park with an experience called “A Taste of Australian Summer”.

Housed within a giant geodesic dome, the immersive multi-sensory food experience provides a rounded paddock-to-plate journey for participants. Consumers can enjoy three summer-inspired dishes taken directly from the pages of Woolworths’ FRESH magazine, each expertly paired with fresh juices.

The experience takes full advantage of the dome with visual and immersive 360˚ projections produced by Visual Playground, with full narration to take those inside on a full journey of paddock to the plate.

Andrew Hicks, director of marketing at Woolworths, comments: “The Australian Open is an iconic Aussie event and we wanted to use our partnership this year to bring to life the great quality food our farmers produce for our customers through a unique and memorable experience. As well as our sponsorship of the Woolworths Ball Kids at the Australian Open, the Summer Sensorium also supports our aim to inspire a healthy Australia and feed fresh talent by showcasing the amazing recipes within our FRESH Magazine, all inspired to create quick, healthy and affordable meals for all the family, ensuring our customers can make the most of their summer.”

Gareth Brock, client development director at BEcause Australia, adds: “This fresh new sensory food experience will leverage Woolworths’ fresh food credentials and the supermarket’s sponsorship of the Australian Open by educating, engaging and inspiring consumers about how to use and enjoy the freshest seasonal produce. With sessions running daily, the combination of immersive, projection mapping technology with exclusive juice pairings will deliver a truly interactive tasting experience.”