During my recent trip to Marseille, I had the chance to explore the Mx Experience, a museum and experiential space developed by Pernod Ricard France. Located within the Mx Marseille concept store, this unique venue combines a bar, restaurant, shop, and experience space all under one roof. Here’s a glimpse into my fascinating journey through the Mx Experience.
From the moment I stepped into the Mx Experience, I was drawn into an intriguing, colorful, and dynamic world. The journey began with an introduction to the star spice of Pernod Ricard France: aniseed. The space was divided into about ten areas, each filled with dancing projections that brought the walls, floor, and ceiling to life as I moved through the tour. It felt like stepping into a magical realm where history, science, and art seamlessly blended.
Discovering the Nature of Aniseed
At the heart of the central area, I found a circular space that beautifully combined the authentic with the modern. Here, the nature of aniseed was unveiled in a captivating display. Over 40 natural ingredients were meticulously showcased in bottles and olfactory drawers. The setup was designed to enhance the sense of immersion with video projections and sound design that transported me into this natural world. It was fascinating to see how aniseed, a simple plant, could be transformed into such a complex and beloved spirit.
What I loved most about the Mx Experience was the emphasis on interaction. I opened digital drawers, smelled various ingredients, leafed through a virtual book, and handled vials. This multi-sensory approach stimulated my smell, sight, touch, and hearing. It was fascinating to discover the secrets and complexity involved in producing pastis, from distillation and maceration to the art of blending flavors. The experience made me feel like an apprentice in a master distiller’s workshop.
The Production Secrets of Pastis
One of the most intriguing parts of the tour was learning about the production process of pastis. Detailed exhibits explained each step, from selecting the finest aniseed to the delicate balance of herbs and spices that give pastis its distinctive flavor. I was particularly impressed by the distillation techniques and the art of maceration, which extract the rich, aromatic essence from the botanicals. This deeper understanding made me appreciate the craftsmanship behind each bottle of Ricard.
As I continued through the spaces, I found that the Mx Experience perfectly balanced instructive content with lighter, more entertaining activities. The tone varied to accommodate both fun and education, making the journey engaging and enjoyable. One of the highlights was getting behind the wheel of a Méhari on jacks for a dynamic 4D exploration of Marseille. This part of the tour was incredibly fun and offered a unique way to learn more about the city. The 4D ride was a thrilling and immersive experience, combining motion, sound, and visuals to create a memorable adventure through the streets of Marseille.
The Cultural Impact of Ricard
The Mx Experience also delved into the cultural significance of Ricard in France and beyond. I learned about the brand's iconic advertising campaigns, which have become a part of French pop culture. The exhibits showcased vintage posters, TV commercials, and memorable slogans that have made Ricard a household name. It was fascinating to see how Ricard has influenced French social life, from casual gatherings to grand celebrations.
The Mx Experience in Marseille is an exceptional blend of culture, history, and sensory exploration. It offers a new way of discovering aniseed, the production of aniseed-based drinks, and the southern Mediterranean. Whether you’re a connoisseur of aniseed spirits or simply curious about this unique plant, the Mx Experience promises an unforgettable and enriching journey. My visit was both educational and entertaining, and I left with a deeper appreciation for the complexity and beauty of aniseed. If you find yourself in Marseille, I highly recommend taking the time to explore this incredible experience. It's a journey that not only deepens your understanding of pastis but also connects you with the vibrant culture and history of Marseille.
