I led the creative direction and designed the entire experience journey. The concept: a multi-sensory XR tasting, where the client is seated in a private cabinet, wearing a VR headset, surrounded by physical objects they can touch and manipulate — brass taps, atomiser bulbs, gramophone horns, cranks, bells. Each interaction triggers a response in the virtual world: turn a tap and golden petals spiral through glass alembics; press an atomiser and mandarin blossoms burst from the horn; crank a handle and miniature Provençal orchards grow around a cloche. Under each cloche: a Pierre Hermé macaron, revealed in a landscape of paper flowers, bees, and the golden light of a Provençal dusk. The experience lasts eight minutes. Three degustation sequences, each pairing scent, sight, sound, touch, and taste. The virtual world doesn’t replace the real — it amplifies it. An aroma becomes visible. A texture contradicts its appearance. The ceremony of service is reinvented.