Tejal Somvanshi
A new exhibition in northern Italy is changing how we think about food by exploring an often overlooked sense: hearing.
The “Food Sound” exhibition at MUSE science museum in Trento examines how sounds—from the crunch of potato chips to the sizzle of a cooking pan—directly affect our perception of taste, appetite, and emotional response to food.
“If neuroscience has transformed fields from psychology to economics, it’s also reshaping how we understand cooking and food,” says Patrizia Famà, director of MUSE’s Office of Public Programmes.
The exhibition, running from February 22, 2025, to January 11, 2026, takes visitors through five immersive sections including mock kitchens, restaurants, and what creators call a “market of illusions” where guests make food selections based solely on sound.
Similar Posts
Massimiliano Zampini, a University of Trento researcher on the exhibition’s scientific committee, explains: “Food perception is the ultimate multi-sensory experience, engaging all five senses.”
Zampini’s groundbreaking research with Oxford University’s Charles Spence in 2004 demonstrated that potato chips seem both crisper and fresher when either the overall sound level is increased or when high-frequency sounds are amplified.
This scientific finding has caught the attention of food manufacturers. British food ingredients company Tate & Lyle has identified “Hyper Crunch” as a rising consumer trend, with shoppers seeking out foods that deliver a satisfying sound when eaten.
In a November report, Tate & Lyle predicted this trend will expand beyond savory items into sweet categories, citing examples like chocolate bars with crunchy fillings and iced coffee served in crackling chocolate-coated cups.
The idea for the exhibition came to creator Vincenzo Guarnieri after overhearing children at a potato chip factory. “They said the fryers sounded like other children crying. That moment struck me, and I realized sound could be a powerful tool to raise awareness about food,” Guarnieri says.
Visitors wear special 3D headphones throughout their journey to enhance the immersive audio experience. The exhibition also collects anonymous data from interactive displays for scientific research on food perception.
One visitor, Betti Nincioli from Florence, noted after her visit: “Now I am more aware of how a product’s sound can make it seem like something else.”
The exhibition costs €5 on top of museum entrance, with reduced rates for those under 18 and museum members.
