A champagne-pairing dinner has been set up by Krug to try to bring happiness to the guests.
In the days before attending, guests answered a questionnaire, giving up information such as which piece of music makes them feel happy, their favourite sweet and the game they loved playing as a child. This allows Krug to sprinkle a few tailored crumbs of happiness over your evening.
In a glass-clad private house in Highgate, an assortment of strangers sit down at large dinner tables and the head chef of Michelin-starred Viajante in Bethnal Green will be cooking their supper.
The idea behind the Institute of Happiness, Krug boss Olivier Krug explains, was to reflect the philosophy of the brand's creator, Johann-Joseph Krug.
"He wanted to create a champagne that every year would have the exact same taste, whatever the vintage — so that it always brought you exactly the same amount of happiness."
But apart from inevitably enjoying the champagne and good food, what did that mean for the guests' genuine happiness?
"There are two types of happiness — the deep and meaningful and the fleeting pleasures. What we're talking about here is a perk that won't change your life but will put a smile on your face," says Professor Neil Frude, clinical psychologist at The Happiness Consultancy.
(words based on Evening Standard article 6 December 2012)
Sean
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