The Lounge project at Whiteley's, but now things are really getting interesting as renowned experience organiser, Polly Betton, and experimental food designer, Andrew Stellitano, have teamed up with Soho House Group to launch a series of foodie film experiences at The Electric on Portobello Road.
The idea is that the food that you eat during the film enhances your experience of it. So all cinema goers will be given a series of numbered packages (you don't get them all at once, and it's not always obvious what they are). Inside each package will be a variety of foods, props and other 'sensory aids' that you will be instructed to use during the film.
Obviously they want the menu to be a surprise so they're not telling much, but to give you an idea, during the May 13 screening of Pan's Labyrinth, whilst Ofelia and Carmen travel through the Spanish woodland onscreen, viewers will be able to open a packet of smoked pine popcorn, and will also be given a scented handkerchief imbued with the smell of sweet pine (film starts at 8:30 PM; tickets cost from £22.50 and can be booked on 020-7908-9696).