His team imagined what your brain might look like on Port and came up with an innovative way to show it. A team of neuroscientists, musicians, and visual artists collaborated on a brain-wave visualization and sonification program as the centerpiece of their pre-Opening party for Port Wine Day.
Guests lined up (of course, I did it!) to don a simple brain scanning apparatus that connected to the system. We then were given 3 blind tastes of Churchill’s Port in succession.
(White, 10-year Tawny, and Reserve Port) and our engagement was measured with EEG data which, in turn, was turned into sound with audio software. Data then was fed to the visual team who mapped projections in sync with the audio. How busy the audio and visuals was supposed to indicate your preference. For me, the wizard picked White Port, because my brain had more activity when I tried it. Pretty sure the Tawny was my real preference!