Sense the extraordinary
Feel the taste of Glenmorangie online
Onscreen, an invisible fingertip traces an intricate pattern through an expanse of ripe barley seeds. Then, Glenmorangie’s beautiful Signet icon reveals itself to your eyes, while your ears are caressed by the subtle swishing sound of the grains gently moving against each other – and a tingling sensation perhaps begins to prickle at the back of your neck. As you immerse yourself in Glenmorangie’s intriguing film, you begin to explore the character of Glemorangie Original – and perhaps even feel the smooth and round taste of the Distillery’s signature single malt. All without a single drop of whisky passing your lips…
A captivating experience
This film takes its place in an innovative series by Glenmorangie, which aims to communicate the aromas and tastes of its whisky to an online audience. Since 1843, the award-winning Highland single malt whisky has been renowned for its pioneering approach to single malt. And today, by harnessing the scientific phenomenon of Autonomous Sensory Meridian Response (ASMR) to create three captivating visual and audio experiences, Glenmorangie attempts to depict the complex tastes of Glenmorangie Original, the elegant spice of Glenmorangie Lasanta and the rich sweetness of Glenmorangie Signet through sounds and imagery alone.
ASMR refers to a tingling sensation moving from the neck down the spine, which creates a feeling of relaxed concentration allowing viewers to perceive stimuli more acutely. The phenomenon is so novel, that the scientific community has only recently acknowledged its existence. Indeed, so little was understood about ASMR triggers and their effects and benefits that Glenmorangie decided to commission a ground-breaking study into ASMR to ensure it created the best possible online experience.
The research was conducted by ASMR experts Dr Nick Davis and Emma Barratt from Manchester Metropolitan University – the first scientists ever to conduct a study into ASMR – alongside acclaimed multi-sensory scientist Professor Charles Spence, of Oxford University. Their attempt to create a sensory profile of the kinds of ASMR triggers that work best, demonstrated that there are many potential triggers. But crucially, it is the way in which these triggers are portrayed and recorded, which makes them effective. For instance, they found that triggers which might bring Glenmorangie’s Highland surroundings to life, could include close-ups and sounds of natural wood textures, native flowers and plants, natural stone textures, wide shots of running water – or the sound of soft tapping on whisky bottles.
Guided by the research, Glenmorangie commissioned three renowned artists, who would endeavour to bring each whisky’s terroir, creation and character to life, by incorporating ASMR triggers relevant to the whisky and the Highlands into their work.
German artist Thomas Traum’s work takes the viewer on a literal, yet paradoxically, abstract journey through Glenmorangie’s origins, culminating in a depiction of Glenmorangie Original’s renowned complexity. The luscious depths of Glenmorangie Lasanta, which is extra-matured in sherry casks, emerge through Los Angeles-based Julie Weitz’s digital canvas of rich colours and flowing camera work. Meanwhile, Parisian Studio de Crécy, depicts the melting sweetness and explosive spice of Glenmorangie Signet, in a richly immersive experience, which aims to plunge viewers deep into the heart of matter.
The three films, which can be viewed on any screen (headphones are recommended for the best possible experience), promise to share the world of Glenmorangie with many more whisky fans. And Dr Bill Lumsden, Glenmorangie’s Director of Distilling, Whisky Creation & Whisky Stocks, is intrigued by the possibilities. “When I travel, I often meet people who are fascinated by Glenmorangie – but haven’t yet had the chance to explore our range quite as they would like. By bringing the unique characters of our whiskies to life online in such a modern way, I’m delighted that we can now share the spirit of Glenmorangie with more single malt lovers.”