A giant jelly wobbles onto Regent Street in London to launch the Regent Street Sensorium, a free multi-sensory exhibition created with Bompas& Parr and scented by Aromaria and open from 9th-27th April.
Visitors to the Sensorium are invited to step into a world of wonder (and jelly), re-awakening their senses in unexpected and often tasty ways – tracing history through scent, tasting architectural interpretations of Regent Street, listening to local icons and exploring the vibrant colours of the streets.
The immersive pop-up has been designed to ignite each sense, starting with smell as guests experience ‘Regent Street’, the new Regent Street-inspired scent created by fragrance experts Aromaria, found in Quadrant Arcade. An elaborate ‘Jellyscape’ will be on display, featuring jelly sculptures inspired by Regent Street’s iconic architecture, unique history, and key cultural moments – including David Bowie’s legendary album cover shoot on Heddon Street.
Delicious jellies inspired by the area and created in mouth-watering flavours can be purchased at the colourful Jelly Counter including the crisp and tangy Scallopia (green apple), the silky and refreshing Jester (melon and milk), and the delicately floral Flora (rose and hibiscus). Plus, guests can get involved with the Sensory Quest and search for the locations across Regent Street and St James’s that inspired the Sensorium jellies – find them using the specially designed map, snap a pic and return to the pop-up to claim a free jelly.
Workshops designed to awaken the senses with Bompas & Parr, Aromaria and a curated selection of brands found across Regent Street and St James’s are also taking place in the Sensorium. Join Harry Parr for a hands-on jelly-making workshop and explore creative techniques like terrazzo, marble, and edible gem jellies, leaving with the tools to experiment at home. Plus, discover the power of scent with Aromaria to learn about fragrance composition, undertake a blindfolded scent exploration, and even compete to win a perfumed prize.
The Sensorium has been created to encourage the public to re-awaken and re-energise their senses ready for spring, with guests invited to take a step back from the digital world and reconnect with their surroundings.
Karen Baines, Marketing Director at The Crown Estate, says of The Regent Street Sensorium, “Spring in the city is a true celebration of the senses, bursting with colour, sound, and energy. It’s the perfect time to rediscover the world around us. We’re beyond excited to welcome visitors to the Regent Street Sensorium, an immersive playground designed to ignite curiosity and awaken the senses in entirely new ways. Step inside and let yourself be transported, then take the experience even further by exploring Regent Street and St James’s, where exquisite dining, awe-inspiring galleries, captivating theatre, and the latest in cutting-edge fashion await.”
Harry Parr, Co-founder at Bompas & Parr, says of the experience, “The Regent Street Sensorium is a delicious exploration of London’s cultural heartbeat through the different senses. By transforming the rich history of Regent Street into edible architecture, we’re inviting guests to taste the stories that have shaped this iconic destination. Jelly has always been a playful yet powerful medium, and this project brings together art, history, and gastronomy in a way that’s both delightful and thought-provoking.”
