interiors

THE BLOCKS
A project by Studio Toogood with PENFOLDS
SYDNEY 2012
THE BLOCKS is an immersing experience designed to demystify the process of vinification; visitors are encouraged to discover and awaken their palate using sight, touch, smell and taste.

Unveiled in Sydney’s last remaining undeveloped, historic wharf building, this three-week event then travels to Melbourne and then the rest of the world.

LOCATION: Sydney
TYPE: Exhibition / Restaurant
TIMESCALE: 3 years
CLIENT: Penfolds, Wine Treasury Estate
SCOPE: Concept Design, Detail Design, Installation, Styling
COLLABORATORS: Jock Zonfrillo (food), 12.29 (olfactory), Acne Papers (print)
NUMBERS: 20, 000 visitors, 6,000 diners

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THE OAKS
Upon entering THE BLOCKS, visitors will be greeted by trained sommeliers – ‘The Noses’ – who will take guests on a journey through five imperious wooden totems. Inspired in form by the five groups of grapes available for tasting – and impregnated with different bespoke scents produced in conjunction with a perfumer for the event – the totems have been designed to guide guests to select the appropriate wines to suit their personal palate.

THE CABINETS
Not content with stimulating the nose, Studio Toogood asks guests to drink with their eyes by revealing glass cabinets filled with highly visual, poetic interpretations of the terminology normally associated with describing wine by five emerging Australian artists and designers.

CABINET 1 AROMATIC WHITES
STEVIE FIELDSEND

Pure, Mineral, Abstract, Energy, Sorbet, Cool, Altitude, Elevation, Pristine, Vibrant

CABINET 2 CHARDONNAY
SAMUEL HODGE

Racy, Austere, Cool, Bare Snow, Refined, Marble, Restrained, Granite

CABINET 3 VARIETAL BLENDS
KIT WEBSTER

Historic, Consistent, Crafted, Even, Artisan, Teamwork, More than the sum of its parts

CABINET 4 REGIONAL
KATHERINE HUANG

Authentic, Of the Land, Organic, Real, Expressive of a sense of place, Honest

CABINET 5 SHIRAZ
HAINES / HINTERDING

Bursting, Showy, Skin, Impenetrable, Obvious, Generosity, Longevity

The NOSES are trained sommeliers who guide guests to select the appropriate wines to suit their personal palate. The outfits for the waiters and sommeliers have been designed by Faye and Erica Toogood.