New Zealand’s renowned honey producers, Comvita, have achieved global recognition for their mānuka honey products. With the return of in-person events and trade shows, Comvita aimed to create an entirely new tasting experience that would replicate the essence of visiting their flagship store in Auckland.

In collaboration with Microsoft and experiential partner Blur the Lines, Comvita embarked on a mission to transport their store’s essence around the world. This endeavor resulted in the creation of an unparalleled tasting experience named the “Wellness Lab.” Utilizing the Microsoft HoloLens 2, this immersive encounter immerses users within a virtual beehive. As participants savor the mānuka honey, they embark on a captivating journey through the forests of New Zealand’s North Island, gaining insights into every facet of the honey-making process.

The intricacies of the project offer a profound understanding of the complexities involved in producing honey. Guided by a virtual tour leader, users are led through each step, ranging from the bees’ role to the honey’s production, origin, and myriad benefits linked to mānuka honey. This multisensory encounter engages all five senses. While taste and smell are engaged through honey sampling, the HoloLens adds another dimension. Spatial sounds and holograms come together to animate the bees, providing an auditory and visual experience. Additional noteworthy features include precise temperature control, which effectively transports users to the heart of the forest.

The initial project launch took place in New Zealand at the “Taste New Zealand” Expo showcase. Future plans for expansion include Shanghai in June/July 2022, followed by a mid-2022 launch targeting US consumers. This groundbreaking mixed-reality honey tasting experience engrosses all the senses and is revolutionizing the concept of taste exploration. It’s possible that this type of encounter might soon become ubiquitous in various venues where sampling and tastings occur.