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Pride, Prejudice & Perceptions is an interactive sensory exploration of Jane Austen’s Pride & Prejudice, created by AVM Curiosities & Type Tasting for the British Academy’s Literature Week.

Taking inspiration from the typography found in three editions of this classic novel, Pride, Prejudice & Perceptions uses type, sound, sight and scent to serve one story three ways.

Below are some great photos to give you a glimpse, but this installation is best experienced in person and you can find answers to the following questions:

Cabinet I: Classic, the First Edition.
1. What two scents have we combined for the smell of a traditional printing press?
2. What phrase is revealed in the mirror?
3. What sound can you hear?

Cabinet II: Opulence, the Peacock Edition.
4. What is the book scented with (flick through the pages to smell it)?
5. What does the peacock feather represent?
6. What art movement is the lettering inspired by?

Cabinet III: And Zombies, the Graphic Novel.
7. How many zombies can you see?
8. What does our interpretation of the Zombie Apocalypse smell like?
9. What happens through the final peephole?

Pride, Prejudice & Perceptions presented by AVM Curiosities & Type Tasting
The British Academy, 10-11 Carlton House Terrace, London, SW1Y 5AH
Monday 15th to Friday 19th May, 9am to 6pm. FREE ENTRY
For more information please click here.
Part of the Open Senses Festival

“A thoughtful and contemporary way of deconstructing Pride and Prejudice” Marisa Smith, The British Academy

“Beautiful and so original, I could have spent hours looking at (and hearing and smelling) all the details” Tora Orde-Powlett, Penguin Books

“Black lobster and Jane Austen—of course! And the aroma of the printing press mingled with violet and patchouli oil scented books, it is a sensory delight. Inspired by the typography found in three editions of the classic novel—a delightful and diverting indulgence” Rosalind Freeborn

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Pride, Prejudice & Perceptions

AVM Curiosities & Type Tasting present
Pride, Prejudice & Perceptions
British Academy Literature Week 2017: Adaptations and Transformations
15th–19th May, 9am to 6pm. Free, drop in, suitable for all.

Pride, Prejudice & Perceptions: Interactive sensory display
Pride, Prejudice & Perceptions is an interactive sensory exploration of Jane Austen’s Pride & Prejudice created by AVM Curiosities & Type Tasting for the British Academy’s Literature Week. The typography found in editions of this classic novel gives each a different voice. Taking this as the template, the display will use type, sound, sight and scent to serve one story three ways.

Pride, Prejudice & Perceptions: Book tastings
Lates event on Friday 19th May from 7pm to 9pm, advance booking required.
Immerse yourself in a multi-sensory journey as you experience how each edition of the classic novel reveals its distinctive flavour through touch, taste and smell.

AVM Curiosities has been exploring the relationship between art and food through a series of high-calibre events and edible interventions since 2011. Founded by food historian Tasha Marks, AVM Curiosities champions the use of food as an artistic medium, with projects ranging from museum-style exhibitions and sculptural installations to interactive lectures and limited-edition confectionery.
http://www.avmcuriosities.com

Type Tasting’s Sarah Hyndman aims to change the way we think and talk about typography by showing how we interact with it in our everyday lives. She specialises in making the topic accessible with originality, humour and a dash of theatre. Sarah is involved in research into type and perception, she creates interactive events and workshops, and her second book How to Draw Type and Influence People is published in April 2017.
http://www.typetasting.com

British Academy
10-11 Carlton House Terrace,
London, SW1Y 5AH
Part of the Open Senses Festival 20th & 21st May.

PP&P_BA_001©BritishAcademyR
UPDATE: PHOTOS
Click here for a selection of photos. These give you a glimpse, but this installation is best experienced in person with your curiosity and all your senses.

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Have you ever wondered what a font might smell like? Whether it can make a product appear more expensive? Or what your choice of font says about your personality?

Join innovative type expert Sarah Hyndman as she invites you to join in with the research by taking part in a series of entertaining games and perception experiments with type. Profile the personalities of typefaces; judge whether a font can make a product more expensive and therefore more enjoyable, and explore whether it could even alter the taste of what you eat. Find out which typefaces you would date, ditch or be ‘just good friends’ with and how they reflect your own personality. Sarah is the founder of Type Tasting, author of ‘The Type Taster: How Fonts Influence You’.

You are invited into a ‘typographic wonderland’ of interactive games and experiments involving fonts which are designed to surprise and intrigue. These explore our role as type consumers and show how type is woven into the rituals of our everyday lives. Each font/typeface has a personality that influences our interpretation of the words we read by evoking our emotions and setting the scene. Come along and you can be a part of this innovative research and be the first to find out the results.

• Try on ‘font goggles’ to reveal what some fonts are really communicating to you.
• Try your hand at font sniffing: can you match the smells to the typefaces?
• Witness fonts altering the meanings of words right before your very eyes.
• Be amazed that a font could have the power to alter the taste of your food.
• See what personalities fonts have, and what they reveal about YOUR personality.

Questions being explored:
• Can a font make a product appear more expensive?
• Do fonts have recognisable personalities?
• Can a typeface alter the taste of what you eat?
• Can a font alter the mood of what you read?
• When is a Serif a better choice than a Sans Serif typeface, why?

“You’ll never look at fonts in the same way again.” Hannah Stewart

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Print

“As bizarre as it sounds, my job is to match up the bottles and fonts using only my sense of smell.” Jake Wallis Simons, CNN

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LDF V&A volunteers

Would you like to volunteer to be on the Type Tasting team for the pop-up event at the V&A for the London Design Festival? I’m looking for a few more brilliant people to join us and to help to make this event a show-stopping one to remember.

Roles include helping to build the tasting booths/games in advance; to set up/clear the room on the Saturday and Sunday; somebody to live tweet the event; and enthusiastic people to man the booths/games.

If you are available for the weekend of Saturday 19th and Sunday 20th of September, and possibly a couple of days/evenings before the event then please get in touch with me (sarah-at-typetasting.com) and let me know why you would like to be a part of this event?

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The Stoke Newington Literary Festival is an exciting event which celebrates this area in Hackney, London’s radical and literary history. I’m delighted that this is the second year Type Tasting will be involved. Join me for a ‘Taster’ in the studio where I will invite you to play some classic Type Tasting games.

Type Tasting ‘Taster’
Have you ever wondered what a font might smell like? Which font would you pair with each type of chocolate? What does your choice of font says about your personality?

Join one of the UK’s most innovative type experts Sarah Hyndman of experiential type studio Type Tasting to explore a series of multi-sensory games with type, have your say in the font personality census, find out which typefaces you would date, ditch or be ‘just good friends’ with and at the end you’ll receive a Font Fortune goody bag.

“Walking into the Type Tasting studio was like walking into a mad scientist’s lab” Robert Boick

“As bizarre as it sounds, my job is to match up the bottles and fonts using only my sense of smell.” Jake Wallis Simons, CNN (click to read)

“You’ll never look at fonts in the same way again.” Hannah Stewart

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Eye: Type on the tongue

Eye’s panel checks out the taste of Helvetica, Impact and Comic Sans (as cooked up by Sarah Hyndman)

Designer Sarah Hyndman is known for her Type Tasting workshops – popular events at Pick Me Up and London Design Festival this year. For Hyndman’s latest project, A Taste of Type, she has reversed the approach by asking, ‘what does type taste like?’

The resulting edible letters, still in the prototype phase, boxed and mailed to a few associates, have been taste-tested and reviewed by Eye staff in our Shoreditch office: Jay Prynne (art editor), Janet South (editorial administrator), Simon Esterson (art director), John L. Walters (editor) and Sarah Snaith (editorial assistant). You can read about Hyndman’s intentions and recipes in her article ‘What does typography taste like?’

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Type Tasting pack

At Type Tasting I’ve been posing the question “what would type taste like?” I’ve put together a tasting pack to kickstart the discussion featuring Impact as dark chocolate laced with chilli, Helvetica as plain biscuits and Comic Sans as candy melts with popping candy.

The tasting pack comes complete with a chocolate box style description sheet introducing each typeface along with the suggested flavours. What do you think? What would your favourite typefaces taste like? Details of my suggestions with recipes are below…

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