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Taste By Sound from #GFExperiments Launches at Noire

Fairmont Dubai

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Glenfiddich, the World’s Most Awarded Single Malt Whisky, is partnering with Noire, dining in the dark restaurant, at Fairmont Dubai throughout the month of November to bring ‘Taste by Sound’ to the city. This experimental sensory experience has been designed to allow diners to enjoy each course with a different Glenfiddich expression. Each course will also be accompanied by a musical composition created by Tse Tse Fly, specifically designed to complement the different Glenfiddich expressions.

This unique event is part of the recently launched #GFExperiments campaign, which showcases Glenfiddich’s Experimental Series, a new range that combines the brand’s passion for pushing Scotch whisky boundaries and collaborating with trailblazers from the whisky world and beyond. The Glenfiddich Experimental Series is designed to inspire unusual and unexpected variants, and Taste by Sound will showcase Project XX (pronounced ‘twenty’), the second malt released in the Experimental Series, and the result of a collaboration between 20 whisky experts and Glenfiddich’s Malt Master, Brian Kinsman, to develop one unexpected, extraordinary whisky. Guests invited to the launch of Taste by Sound on 26th October, will also have the opportunity to be guided through their sensory journey by Struan Grant Ralph, Glenfiddich’s Global Brand Ambassador who is visiting Dubai later this month as part of the #GFExperiments campaign. “Taking part in the creative process of selecting the 20 casks that evolved into Glenfiddich Project XX was incredible. Brian has produced a one-of-a-kind whisky which is unmistakably Glenfiddich in style, but with the complexity and depth imparted by 20 different barrels of varying size, shape, wood type and origin. 

As a snapshot of the incredible whisky stocks at our distillery in Dufftown, Glenfiddich Project XX is a liquid that will intrigue and appeal to single malt enthusiasts all over the world.” Taste by Sound will be brought to life by Tse Tse Fly, the region's first ever sound, noise and experiments-in-art platform. Tse Tse Fly provides support and emphasis for Middle Eastern, African and Indian subcontinent-based sound artists and experimental musicians, and is intent on connecting and spreading the word about regional sound art and noise experiments worldwide. Each course served during Taste by Sound will be accompanied by a unique audio composition in surround sound to complement the tasting notes and story behind each Glenfiddich expression. 

Awarded Best Experimental Restaurant in the Middle East by the prestigious BBC Good Food Awards, Noire, dining in the dark restaurant, embodies Glenfiddich’s Maverick vision, providing the ideal venue for Taste by Sound. Noire brings a culinary adventure like nothing else in Dubai. In a pitch black setting, guests experience 5-star gourmet cuisine served by night vision equipped waiters, creating the perfect environment for diners to savour every flavour, texture and scent.


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