B.eat Club Barilla is a narrative retail space inspired by contemporary club culture, transforming the store into an immersive storytelling experience.

Based on Oxford University research by Charles Spence and Cristobal Tapia de Veer on Sonic Seasoning, the project explores how sound influences taste perception, pairing a curated soundtrack with Barilla’s al Bronzo pasta.

The spatial journey is designed so that each element has no purely scenographic value, but works as a metaphor of the experiment, with a narrative and experiential role. DJ console, lounge bar, dance floors, cages, and VJing define the environment, while an RFID system personalizes the experience. The privé reveals the research behind the project, merging sound, space, and taste into a single multisensory narrative.