They in turn approached rental company Entec to supply the equipment needed to help realise the idea of enveloping a complete space in saturated colour to see if it made a difference to how people's taste altered when their environment changed.
The Colour Lab was one of the biggest single attractions of the four day Festival, with over 3,500 people participating.
The idea - developed in collaboration with Oxford University Professor Charles Spence, an expert in experimental psychology - was to showcase a selection of Campo Viejo's wines by creating a lab environment with different colour / sound changes - to establish whether this made a difference to people's perception of taste.
Honnor recce'd the space at Festival Village and took a brief based on an overview of the experiment and of what was required in terms of creating the colours. He then chose his fixtures and worked out the best way to achieve the desired effect.
He chose 24 x Robe LEDWash 600s which were supplied by Entec and rigged in a long line on a truss suspended below the central spine of the white tent which had an apex roof. This allowed him to blast light into all areas of the tent and produce the intense colour sensations required.
He chose the Robe LEDWashes because "they are great wash fixtures, size wise they fitted perfectly and they also produce an excellent white" - all in all, it was an extremely neat lighting package.
Four different colour states were set up - White without music, red without music, green with music and red with music. The colour was changed every minute, so including the introductory explanation, the experiment lasted 10 minutes.
Consumers entered the Colour Lab and were given a report sheet to fill in as they experienced the different colours and tasted the wines. They were asked to comment on how they felt in relation to how the wines tasted, the intensity of the flavour and the enjoyment of the wine with each colour change.
The results were fascinating in that the wine was perceived as fresher and less intense under green lighting and sour music, as compared to any of the other three environments. On average, the participants liked the wine most under red lighting whilst listening to sweet music.
To light other areas of the festival - including a bar and masterclass area where the wine makers from Campo Viejo's vineyard in Rioja taught people how to blend their own wine, Entec also supplied hundreds of Encapsulite fluorescent fixtures, complete with red and yellow sleeves for the Spanish theming, plus some redheads used to bounce lighting off the celling in the wine-mixing bar.
Outside along the various walkways, between Hungerford and Waterloo bridges, approximately 400m of festoon lighting was supplied and rigged, also in the Spanish colours of red and yellow.
Honnor sums up, "It's always great working with Entec. They make everything extremely easy, especially for something like this which is definitely 'out-of-the-box', are very flexible and a perfect supplier."
Caroline Jones of Miss Jones & Co agrees, saying simply, "Yes - we love working with Entec, they're flexible, cost effective and reliable."
(Jim Evans)
