The Level Vodka Tunnel by Hussein Chalayan Vol.8

Level Vodka's owner, the V&S Group, the same spirits manufacturer of Absolut Vodka, took a page out of Absolut's branding book and hired one of fashion's most creative and temporal designers of today, Hussein Chalayan, to somehow reproduce the essence of Level Vodka's taste and deliver it to the world.  The result:  The Level Vodka Tunnel by Hussein Chalayan Vol. 8 on world tour beginning with Mexico City (May 08) heading to Athens Greece for a September exhibit, ending in Paris October 08 and is open to the public for viewing.

     

“The art installation focuses on the unique taste of Level Vodka. My work intends to challenge beholders on many levels – via stimulation of their senses. The idea is to engage in a captivating sensual experience of scent, sound and touch. I want to match all senses – excluding vision – to emphasize the exceptional taste of Level Vodka,” explains Hussein Chalayan.

       

The tunnel itself, made of glass and fiberglass, is 15 meters long x 5 meters high.  The visitor begins by taking in the outside of the tunnel, enters blindfolded and walks through the installation .  Once inside, they will be sensually and innovatively enveloped with the unique taste of Level Vodka through scent, sound and touch. They will hear music played on a flute made with a Level Vodka bottle. (below image) The glass bottle creates a protective shell that results in muted, hypnotic acoustics. Also inside: a breeze carries the scent of lemon and cedar and conjures up the flavor of Level Vodka. Railings coated in the softest leather run through the installation to create an exclusive tactile experience. Before entering the installation, visitors will be fitted with a heart monitor, which displays their heartbeat on the outside of the tunnel.

Hussein Chalayan, left, with flute renderings.  Level Vodka bottle flute, right.

At the other end, visitors can then sidle up to a Level Vodka bar, also part of the installation, and enjoy specially created drinks using Level Vodka as well as sample appetizers picked specifically to compliment Level Vodka's unique tastes.

                  

    

Recipes for the drinks are at Level Vodka's site as is the blog that Chalayan and his team created that will document the journey of the installation from inception through the Paris tour. 

For a very fascinating background on the designer, Hussein Chalayan by Designboom, and to see excellent examples of his fashions and the big reason why Level Vokda would consider tapping him for the project, go here. I highly recommend it.