An investigation into time itself

Seoul, 2022: This multi-sensory concept, created for Ballantine's Korea, captured the art and science of slowing down time, with guests reporting that they had gained time over the course of the event.

Designed by Bompas & Parr, in collaboration with Pernod Ricard, the event celebrated the maturation and exceptional single malts of Ballantine’s Scotch whisky.

Guests progressed through a series of chambers, each calibrated to slow perception of time and enhance whisky tasting through compelling combinations of set design, lighting, special effects, story telling and ritual. At the end of the journey each guest discovered that their sense of time had been significantly altered.

How we perceive time is not always accurate. Depending on our circumstances, time may seem to contract or expand, speed up or slow down. Dr. David Eagleman, neuroscientist and foremost researcher on time perception, calls this phenomenon 'brain time' and, unlike clock time, its measurements are very subjective. In specific circumstances, using environmental stimuli, we can actively shape people's perception of time – and make people feel like they're experiencing time well spent.