International Flavors & Fragrances Inc. and Visionaire magazine are launching Visionaire 47 TASTE, a limited-edition art publication that pairs paintings, photographs, and conceptual images with specially-created flavors.

This groundbreaking collaboration combines the scientific and creative talents of the world’s leading flavorists, contemporary artists, chefs, and photographers. Together, they’ve created works of art that stretch the sensual boundaries of the imagination by simultaneously engaging the viewer’s eyes and tongue.

Contributors include master chefs Heston Blumenthal and Ferran Adrìa; artists Bruce Weber, Yoko Ono, Vik Muniz, Jenny Holzer, Gary Hume; and surfing star Laird Hamilton.

"IFF embraces the opportunity to break new ground in the worlds of flavor and art. Our flavorists are artisans that understand and employ the emotional power of taste much like great painters whose virtuosic use of color and light evoke strong emotional connections. Visionaire TASTE is the perfect vehicle to push into previously unexplored territories and create new and exciting opportunities for the flavorist's art,” said Nicolas Mirzayantz, Senior Vice President Fine Fragrances & Beauty Care and North America Regional Manager.

The issue is bound in a beautiful black presentation box. Inside, there is a book of unique images and cassettes containing unparalleled matching flavors. Visionaire 47 TASTE uses taste-film technology (developed by Biotec Films)—much like the popular breath films on the market—to deliver completely unprecedented flavors and sensory experiences. This is the first time that flavor has ever been used as a pure art medium, without concern for convention or application and detached from its connection to food. Some tastes are easy to identify, while others are highly abstract or conceptual.

“Customers expect IFF to be at the vanguard of creativity. Visionaire TASTE allows IFF’s creative team to explore uncharted space unfettered by traditional constraints of cost materials or application. The results may well yield the creative techniques, trends, or nuances that will inspire or drive future creation. It is through these creative epiphanies that IFF will contribute to the future market success of our client’s products future market success,” said Kip Gibson, Vice President Global Accounts.

Publication Date: December 2005