Do you remember the last time that you were really drunk - drunk to the point of stumbling around semi-conscious, blindly groping at the walls in some desperate attempt to make sense of your surroundings? No? Good - us neither, although that might not mean that it didn’t happen, just that we can’t remember it. This was however, the first thing that sprung to mind when we heard about The Level Tunnel project, starting its world tour in Mexico City today.
In all fairness, this is not as perhaps implied, some kind of glorious drunken-stupor simulator but in fact a unique nomadic installation created by designer Hussein Chalayan to emphasise the multi-faceted sensory experience of drinking LEVEL Vodka. The 15 meter-long, 5 meter-high tunnel immerses the visitor in complete darkness (aided by a rather snazzy-looking pair of swimming goggles-come-sunglasses) playing on the supposed heightening of the other senses. As you walk through the installation, music from flutes made out of Level bottles is played and scents of the ‘super premium’ vodka are temptingly wafted about as you feel your way along the soft leather railing. After climbing out at the end, you are then treated with a tasting event. After the world premier in Mexico, The Level Tunnel will spend two weeks first in Athens and then in Paris and will be open to the general public.
If you don’t get the chance to visit the exhibition (the Contagious crew is currently debating a mad dash to Paris for an impromptu ‘tasting session’) then you can always keep abreast of proceedings by checking The Level Tunnel Blog. Written by the team behind the project, this promises to chart ‘the daily twists and turns’ of the tunnel’s various events, as well as documenting the artistic and practical challenges faced in the construction process. In addition, the website also contains films including a Making of and an interview with Hussein Chalayan.
LEVEL Vodka was launched in 2004 by the makers of ABSOLUT and currently competes in the premium vodka market with other brands such as the Bacardi-owned Grey Goose.
