5 Gum Sense5 Launch party, London

Thursday, June 18, 2009 Craig Grobler 0 Comments

Earlier this Month we were invited to the 5 Gum "Creating Sense5" launch party held in London. 5 Gum is new flavourful gum from Wrigleys. The general consensus is that 5 Gum really is a taste explosion in a chewing gum kind of way.

The launch was conducted by Vice Magazine who ran a a competition in the lead up to the event. They sent out an open call to creatives to create something that like the gum intrigues and exhilarates the senses. And when I say something, the entries could have been anything one felt would represent the gum. Award winning band Hot Chip would then select the winning talent and curate the gig. From The Vice website:

"Thursday, June 4th certainly turned out to be an unforgettable night at The Arches, London Bridge. Hot Chip's two live DJ sets - one featuring Kano - were supported by unique performances from The Penny Serenade, Raf Daddy, Planning To Rock and Noze.

Five winners of the CreatingSense5 competition, whose entries, like the 5 gum, represented and stimulated the senses. Their interactive installations including the "touch wall" and "edible forest" proved to be a huge success - with people finding more than one different use for them!"

Stand out moments for me were discovering Portuguese Sangeres beer (a almost honey tinged malty beer), hearing Planning To Rock for the first time, Hot Chip's awesome live set as well as hearing the sublime combination of Hot Chip & Kano together. Pics & videos to follow in the meantime you can see more pics from the event here!